Daniel Lee’s New ‘It’ Color for Burberry

Daniel Lee’s London fashion show gestured a massive farewell to his Bottega Green and a symbolic hello to his latest Burberry Blue.

Burberry’s new creative director, Daniel Lee, launched his second collection with the brand earlier this week on Monday. “He started with that blue; a new logo that brought back the Prorsum knight, the mounted gallant whose banner, in English, reads ‘Forward’; and, in his first collection, playing around with the brand’s signature plaid, inflating the pattern to enormous proportions and giving it a grunge-y spin,” states The New York Times fashion director and chief fashion critics Vanessa Friedman.

Summer 2024 #Burberry pic.twitter.com/yNsUMLZ7iG

— Burberry (@Burberry) September 15, 2023

Summer 2024 #Burberryhttps://t.co/zIutzqt2Cq pic.twitter.com/KYjmIFrP0v

— Burberry (@Burberry) September 20, 2023

Unsurprisingly, the iconic designer chose a vibrant statement color like blue to symbolize his new position at Burberry harmoniously. Lee’s previous designs as creative director for Bottega Veneta before he left the brand a couple of years ago included his infamous “Bottega Green.” The unmistakable peculiar green became Bottega’s ‘It’ color coveted by many.

Summer 2024 #Burberry pic.twitter.com/QfeVOHpaic

— Burberry (@Burberry) September 18, 2023

Though Lee’s designs at Bottega were directed more toward the younger, social media-driven generation, his creative aspirations at Burberry focus on the elegant side. “It was as if, after catering to the Gen Z set, Mr. Lee had said ‘All right then,’ parked those ideas rather than building on them, and moved his attention to the grown-ups,” states Friedman.

Summer 2024 #Burberry https://t.co/zIutzqt2Cq pic.twitter.com/zeVPEx55vK

— Burberry (@Burberry) September 19, 2023

Lee’s revisit to the archival heritage of Burberry is a strong indication the designer’s desired audience shifted. It’s a relatively similar theme lately from many designers this season. Recreating what had initially been created. Friedman states, “Mr. Lee had been tasked with nothing less than a major reboot of the Great British Brand, with emphasis on the British part.”

Burberry Summer 2024 ​
Watch the show live on X​
18.09.2023 ​
4pm BST​#Burberry pic.twitter.com/ELTlE4V4cm

— Burberry (@Burberry) September 18, 2023

Whether it’s the blue strawberry print or the low-slung blue pants with an overstated Prorsum belt buckle, Daniel Lee’s new Burberry Blue did not fail to execute a breath-taking show. Vanessa Friedman’s article from The New York Times is available here.