15th May 2023

Burberry Summer 2023

Jodi Bhachu-Smith discovers Daniel Lee's new summer swimwear campaign

With a new name in the big chair, Burberry releases its latest swimwear campaign, A Burberry Summer.  This follows the success of the British fashion House’s first collection under the creative direction of Bradford-born designer Daniel Lee.  Drawing a contrast with Lee’s debut show at London Fashion Week earlier this year, which drew inspiration from iconic rainy British weather, the new campaign instead turns to sandy beaches and crystal-clear waters to tell the story of the latest collection.  The result is an embodiment of the brand’s codes of adventure with a contemporary summery twist.

The legendary Burberry Check is once again a focal point for the eyes, splashed across essential summer packing like robes, towels, swim trunks, bucket hats and beach totes.  It also features in the trim detailing of black bikinis, to ensure we’re never going to be too far away from the brand’s storied heritage and trademark craftsmanship.  And, if you do happen to go overboard on one of your adventures and need to be saved, you might as well be saved in a Burberry life-preserver, no?

The campaign itself was shot by British photographer and filmmaker Tyrone Lebon, a long-time collaborator of Lee.  Their storytelling reveals an “ode to summer escapism”, brought to life by the dream-like still imagery and an ethereal score produced by DJ and music producer Vegyn to the accompanying film clips.  The last piece of the creative puzzle is provided with spoken word contributed by artists Covco. The combination forms a campaign to whisk you away to remote islands and blue waters to enjoy a dose of summer relaxation.

A Burberry Summer is the refreshing departure from traditional British weather that we will all be looking forward to this year.  As we all start taking our first steps into the world of Daniel Lee, it will likely be only the first of many things we’ll be looking forward to from the brand.


For more information on Burberry Summer, click here

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