Burberry

Mar 2024

For the Burberry Summer 2024 campaign, creative director Daniel Lee and photographer and director Tyrone Lebon collaborate to define a new chapter for the heritage luxury fashion house. The imagery leans into a refined, travel-inspired narrative that deftly balances editorial precision with commercial accessibility. Set against varied, lush backdrops ranging from dense tropical foliage and bamboo-lined architecture to serene lakeside settings, the campaign channels a sense of deliberate ease. The collection is presented through a mix of striking studio strobe shots that emphasize the sharp, tactile textures of leather and metallic hardware, and soft, natural light portraits that capture the relaxed fluidity of the garments. By weaving recurring motifs like the Burberry Prorsum equestrian knight logo throughout the frames, the series maintains a cohesive visual identity that feels both archival and contemporary. The styling, brought to life by a diverse cast including India Rawsthorn, Sang Woo Kim, and Karen Elson, highlights the intricate detailing of trench coats, patterned shirts, and signature accessories. This project masterfully utilizes editorial minimalism to anchor the brand's aesthetic, ensuring the focus remains on the interplay between the subjects and their natural environment. The result is a sophisticated, lifestyle-driven showcase that feels as rooted in artisanal craft as it is in the aspirational spirit of a summer getaway, effectively bridging the gap between high-fashion editorial storytelling and direct, impactful commercial appeal.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion