Burberry

Jul 2024

Burberry’s Classics Fall 2024 campaign is a masterclass in editorial minimalism, stripping away the extraneous to foreground the brand’s most recognizable signatures. Under the creative direction of Daniel Lee, the project leans into a clean, graphic aesthetic that elevates timeless staples—the trench coat, the house check, and the equestrian knight—into contemporary icons. Photographed by Davit Giorgadze, the series oscillates between tight, product-focused macro shots and relaxed portraiture featuring models Lennon Gallagher, Kai-Isaiah Jamal, and Giselle Norman. The execution relies heavily on precise studio strobe techniques, creating high-contrast compositions where rich, saturated backdrops—like deep red leather or vibrant blue surfaces—provide a modern counterpoint to the heritage plaids. Stylistically, the campaign favors an airy, deliberate arrangement that allows the tactile qualities of cotton, leather, and knitwear to shine. Hair by Shiori Takahashi and makeup by Ammy Drammeh lean into a polished, natural look that mirrors the campaign’s overall sense of ease and intentionality. By utilizing a consistent, light-filled environment, the work channels a sophisticated brand identity that feels both archival and forward-looking. Through these sharp, editorial frames, the collection asserts itself as the new standard for luxury commercial storytelling, proving that even the most established motifs can feel entirely fresh when treated with such meticulous, restrained composition.

Commercial, Commercial

Studio strobe, Studio strobe