On the day when London Fashion Week kicked off, people found the bright blue on Bond Street. Bond Street was Station replaced by Burberry Street Station. The knight blue introduced by Daniel Lee, the brand’s chief creative director, lit up the street’s new logo.
In addition, you can also see the traditional English dining car beside the show camp, and prepare snacks and tea for the guests. This also comes from another cross-border cooperation before the Burberry show. As early as mid-September, the brand launched an exclusive menu with London breakfast restaurant Norman’s Café.
The restarted Burberry Equestrian Knight Logo (EKD)Logo was added to the store’s signboard and tableware, the store’s decoration was also covered with knight blue check, and the employees’ work clothes were replaced with the color of Burberry classic trench coat. Daniel took the lead in implanting brand genes in the breakfast culture that the British value, warming up the show in advance.
The Burberry 2024 summer series was held in Highbury Fields, north London. Huge tents with brand-new checkered patterns were set up on the vast lawn of the park, which is not far from Daniel’s residence. The whole show was as casual and relaxed as a camping party held in his back garden.
The dark green carpet extending from the outdoor green pasture to the shed, the beige color inside the tent canopy echoes and sets the tone for the show, and the military kettles and green quilted horse blankets that can be seen everywhere on the show all announce that Daniel will promote the elegant restart of British culture and brand classics.
Although the show was presented in a relatively casual and relaxed manner, the lineup of guests present did not lose any big show. Chen Kun, the global spokesperson of the brand, has been in good condition for ten years, easily controlling the Burberry 2024 spring series of plaid suits, matching windproof jackets, and playing with the new way of wearing suits. The styling temperament is especially suitable for this camp show. A touch of knight blue on the sole of Chelsea also echoes this show.
Starry camp
Quan Zhixian, the global spokesperson of the brand, once again swipes the major social platforms in an excellent state, wearing a creamy-white knitted suit, with nude pink handbags and goose yellow plush high heels, making it casual and smart.
In addition, actor Qi Xi, director Xin Shuang and athlete Ning Zetao were also invited to attend the show to witness the British style of the show.
Famous actor Jason Statham and supermodel Rosie Huntington-Whiteley the London couple were also invited to attend. Rosie was dressed in a Burberry classic trench coat, and Jason, who was casual and suit, was like a large-scale shooting scene, full of aura.
Actor Jodie Comer appeared in the front row of the show in a check dress. The guests present all wore Daniel’s Burberry works, interpreting different styles.
With the surprise and success of the first show, it is obvious that everyone is looking forward to the show. VOGUE has an in-depth understanding of the wonderful process of the show by following the perspectives of two guests, brand global spokesperson Chen Kun and actor Qi Xi.
**Remodeling classic trench coat charm * *
The classic Trench jacket is the key item of Burberry’s big show every season. This season is no exception to open with a Trench windbreaker. Daniel will reshape the style of the brand’s DNA, changing from regular classic beige to pure black. While retaining the traditional windproof function, make asymmetrical change design for the neckline.
“Our current idea is not to seize the trench coat to repeatedly invoke and modify, but to maintain its valuable characteristics, rather than conceptualizing it. What we are pursuing is simplicity and neatness”. Daniel told us about the new design of this windbreaker.
Daniel Lee’s camping party in the park
In addition to continuing the outdoor plot of this single product, this big show also provides us with a variety of windbreaker wearing scenes, and we can see more deconstructed and reshaped trench coats to interpret the possibility of this classic outdoor single product in different colors.
Neat tailoring, extended shoulder buckles, closed hem silhouette and bold sleeveless design realize Daniel’s imagination and design on various luxurious fabrics such as silk, satin, wool and linen. In the interpretation of models, we can see more possibilities of avant-garde, youthful and fashionable Burberry windbreaker.
**Knight Spirit Continues in Knight Blue * *
Compared with the previous use of knight blue and people’s repeated emphasis on this new color, Daniel’s use of knight blue on the show can be said to be very restrained.
The bright blue turns into a print, a plaid, and a fringe to shape, lighting up London’s upcoming rainy season in a small but refined form.
In addition, Daniel Lee wants to better explore the brand temperament of Burberry. He diverges his design ideas from the equestrian knight logo (EKD), which has led the brand from trenches to the world since 1901, and continues to expand this concept with elements such as riding jackets, equestrian style buckles, chains, etc. to complete the concept of this season.
The closed model’s low-waisted pants were put on a wide belt, and the huge Logo was completely recovered from the brand’s collection files.
**Low waistline close to British culture * *
The waist line put up and down in this big show really attracts people’s attention. In the history of British local culture, this low waist line design can be traced back to the waist line put down after the liberation of women’s clothing after World War I. In modern times, low-waisted trousers were also popular among British teenagers and working class in the early 21st century. Daniel incorporated this design element into this season’s single product, and can see the brand-new effect brought by the combination of different styles and ultra-low-waisted elements.
In this show, we can also see many simple and casual items. They do not want to create meticulous delicacy, but combine high-quality fabrics, deep and stable color matching, neat tailoring, and loose or street styles to create a more comfortable style.
The suit of Savile Street, a symbol of British custom-made suits, has been improved to be more casual. Perhaps this is Daniel Lee’s redefined fashion image for Burberry, combining British youth culture with exquisite dress, so that the brand audience can see the new life of Burberry again.
From these casual and loose styles, we can also see Daniel Lee’s de-elite direction in Burberry transformation. Excavate the British local culture, let the design reflect, close to the youth culture, re-establish contact with the Z generation consumer groups, and bring new vitality to the brand.
**Printing and Embroidery in the vitality * *
Continuing the brand classics in details, Daniel Lee has brought many wonderful and diverse printing elements to this season’s big show.
The printed figure inspired by the brand initials B is interwoven with equestrian style hanging buttons on the single product, reproducing the decoration of knight culture in the clothing.
The brand’s war horse culture is deconstructed into black-and-white chains and equestrian-style hanging buttons, embellished in monochrome classic styles such as trench coats and shirts, which brings a rich sense of hierarchy and conveys a great sense of strength.
In addition, Burberry brand history from the outdoors, as well as a tribute to the British green culture. Cherries, strawberries and daisies, which appeared in the pre-show trailer, have become the main characters in this season’s printing, tracing the fruit language and grass fragrance in British culture.
In addition to this outdoor show, we can also see Daniel adding flower elements to this season’s design in the form of printing and embroidery, injecting natural vitality into the camp atmosphere. The bright colors remind the artist David Hockney, also from York, who combines childlike innocence and color with natural elements to express the vitality of time.
**Shoes Freshman * *
Daniel Lee admitted that his entire series of creations started from shoes, focusing on the current Burberry’s deep excavation and creation of his British attributes.
We saw many styles with British and camping temperament on the show, as well as the small thoughts of brooches with irregular image elements such as horse heads and shields on shoes, which injected comfort and innovation into the accessories of the show.
The style of leather Muller shoes, with the matching of hardware details, shapes the simple and capable temperament of this season’s accessories. The sandal part incorporates adjustable straps and hardware elements to increase comfort and avant-garde temperament. The thick heel design also makes the shoes return to elegance and comfort. In addition, it is not difficult for us to find Daniel’s ambition to create explosive shoes for the brand in this season’s tied shoes.
**Dainel’s Next Explosion * *
Brand global spokesperson Chen Kun, actor Qi Xi, director Xin Shuang and athlete Ning Zetao all chose Knight bag to travel before the show. This bag is inspired by the equestrian knight logo (EKD) and interprets the relaxed British style. Different sizes and fabrics give it a completely different look.
Shield bags, Swan bags and Bucket bags also met with new fabrics and prints on this big show, combined with Burberry exquisite craftsmanship, to become strong competitors for the next season’s explosions.
**” What I want to do is write an important new chapter for Burberry.” –Daniel Lee**
From the Burberry 2024 summer series, we can see that Daniel Lee no longer sells Burberry British feelings through traditional forms, but in a form closer to youth culture, allowing consumers to regain the link with the brand.
He is setting off a younger change for the Burberry in his own way, so that this very Daniel Lee style and brand are better integrated, just like Knight Blue, in a low-key and convergent form, to regain the attention and love of the public. When you realize its transformation, it has taken over your heart.
(Source: VOGUE)
