Burberry drops a refreshed logo and a new campaign

Ever since Daniel Lee took over as Burberry’s chief creative officer, he has worked to foray the brand into a new era. Ahead of the British luxury brand’s show at the London Fashion Week (where they will be showcasing the debut collection under Lee’s leadership), Burberry wiped its social media clean before rolling out its brand new campaign. A clear and quite literal sign of the brand’s fresh start. 

The campaign features a plethora of UK-based talent including musicians John Glacier, Shygirl and Skepta; actor Vanessa Redgrave; models Lennon Gallagher and Liberty Ross; and footballer Raheem Sterling. The campaign also starred Jun Ji-hyun, the South Korean actor, who Burberry named as a brand ambassador in 2022. While none of the products from the new collection are featured, these images do foreshadow quite a bit. For instance, they all get up, close, and personal with the subjects, and are all photographed by British photographer Tyrone Lebon in front of iconic London landmarks like Trafalgar Square and Albert Bridge. The campaign is the brand’s way of embracing and celebrating its Britishness.   

The second big revelation made by the brand was the revamping of its logo. The previous logo was a simple, sans-serif design, which was unveiled four years ago. The new logo, however, brings back the equestrian knight as the brand’s primary imagery. The knight is carrying a flag with the word "Prorsum", which is Latin for "forward". It was also the name of a diffusion which was a Burberry signature throughout the 2000s and early 2010s but was discontinued in 2015. Lee seems to be bringing the word back as a way of honouring the luxury house’s roots. 

Needless to say, we can’t wait for Burberry’s new collection to sashay down the ramp.