British luxury fashion house BURBERRY has presented the first creative expression of their newly appointed Creative Director, Daniel Lee. With the new campaign, which was photographed between iconic London locations Trafalgar Square and the Albert Bridge and boasts a wide-ranging cast of British talent, Burberry seems to be rekindling its relationship with contemporary Britain. In the Tyrone Lebon-directed advertisement, rappers Shygirl, John Glacier, and Skepta appear alongside footballer Raheem Sterling, actresses Vanessa Redgrave and Jun Ji-hyun, and models Lennon Gallagher and Liberty Ross. Daniel Lee has given a hint about the route he aims to pursue with the release of his first creative campaign for the company two weeks before his catwalk debut for Burberry at London Fashion Week.
Burberry unveiled a new typeface in conjunction with the ad. Unlike the blocky sans-serif mark that Gobbetti and Tisci introduced, the new logo has extended, softly curved letters. The company also unveiled a new version of its equestrian knight emblem, which now sports a flag bearing the Latin phrase “Prorsum” (meaning “Forward”). This motif, which was first used in 1901, served as Burberry’s primary trademark during its department store-driven boom years in the 2000s, although it has been used much less recently.
