Key Takeaways from Burberry’s SS24: What Future for the Brand’s Legacy
Burberry, the illustrious British fashion house with a storied history dating back to 1856, is currently experiencing a renaissance under the creative guidance of Daniel Lee.
Burberry, the illustrious British fashion house with a storied history dating back to 1856, is currently experiencing a renaissance under the creative guidance of Daniel Lee. Appointed as the Creative Director in mid-2022, Lee has assumed the mantle from Riccardo Tisci and embarked on a transformative journey that fuses the brand’s timeless British heritage with a modern and youthful sensibility.
Lee’s inaugural collection as Burberry’s Creative Director was unveiled with great fanfare at London Fashion Week in February, setting the tone for the Summer of 2024. The event drew a constellation of A-list celebrities, including Skepta, Burna Boy, Rachel Weisz, Kylie Minogue, Damon Albarn, Skepta, Bukayo Saka, Mo Farah, Neneh Cherry, Jodie Comer, and the stars of the hit series “Top Boy,” Michael Ward, Kano, and Barry Keoghan,, who converged at the picturesque Islington’s Highbury Fields, an open-air setting that exuded an aura of vibrant green luxury. This choice of venue, adorned with a green carpet, matching benches, and the introduction of new nylon Burberry blankets, sparked intriguing speculation – could green be poised to replace the iconic Burberry blue?
The Summer 2024 collection, touted as Lee’s magnum opus, fell disappointingly short of expectations. As the runway lights dimmed, a model graced the stage clad in a paneled Burberry trench coat, boasting high collars and a thin black belt. However, this homage to Burberry’s quintessential piece seemed less innovative and more like a routine rehash. The introduction of an avant-garde chainlink pattern added an unnecessary layer of complexity to otherwise straightforward looks. One-shouldered ruffled garments, pleated bottoms, and spiraled punctures further confounded the audience, leaving many wondering about the intended direction.
While Lee promised a fresh perspective, the incorporation of signature blue accents into formal button-downs and heritage jackets felt uninspired, bordering on redundant. Even Lee’s attempt to reinterpret the iconic Burberry trench coat, by adjusting proportions and moving the belt to the hips, failed to capture the essence of true innovation.
The collection placed a strong emphasis on sartorial choices and covered-up looks. However, in an industry already inundated with similar concepts, Burberry’s offerings came across as uninspired and lacking a distinct identity. Simplified trench coats, silk print dresses, and lace-cut cotton shirts, all limited in their color palette, left much to be desired. The accessories and sandals, meant to complement the looks, failed to inspire enthusiasm.
Throughout the collection, interlocked chainlinks took center stage, serving as the hallmark of Burberry’s next seasonal print. These chain press tools meticulously secured graphics onto a range of garments, including lightweight dresses, layered mini skirts, and forest green shirting, creating a cohesive visual narrative. The collection seamlessly transitioned from single-shouldered ruffled pieces to pleated bottoms and vibrant red coats, each piece bearing the distinctive mark of Burberry’s unique aesthetic. Additionally, spiraled punctures added an element of edginess, looping across rebellious co-ords and further cementing the collection’s avant-garde allure.
Beyond the runway, Burberry’s SS24 show unfolded against a backdrop of uncertainty in the British fashion scene. Established designers like Sarah Burton at Alexander McQueen were stepping down, while emerging talents like Dilara Findikoglu were grappling with financial constraints. This shift in the industry landscape, far from signaling a new dawn of innovation, appeared more as a sign of instability.
As the fashion world grapples with evolving tastes and values, designers like Lee and Anderson may be pushing boundaries, but their efforts appear misguided. The promise of fresh perspectives from emerging talents like Simone Rocha seems to be fading rather than thriving, casting a cloud of uncertainty over the future of British fashion. In the end, Burberry’s SS24 collection served as a stark reminder that innovation and tradition must be balanced carefully to retain the brand’s timeless appeal.