Burberry

Jul 2023

For the Burberry Winter 2023 ad campaign, Creative Director Daniel Lee and photographer and director Tyrone Lebon craft a visual narrative that firmly roots the brand in the rugged, cinematic majesty of the British Isles. Shot across the windswept landscapes of the Isle of Skye in Scotland and the volcanic basalt columns of the Giant’s Causeway in Northern Ireland, the project leans into a moody, atmospheric aesthetic that elevates heritage luxury through an uncompromisingly raw lens. Utilizing natural light to emphasize the rich, tactile quality of oversized wool blankets, faux-fur collars, and intricate plaid knits, the series functions as both an editorial showcase and a definitive commercial statement. A diverse ensemble of models, including Jean Campbell, Sora Choi, and Kit Butler, inhabit these vast, misty terrains with a calm, neutral presence that allows the collection’s vibrant pattern work—from abstract yellow ducks to bold argyle—to pop against the muted, mossy backdrop of the outdoors. By balancing intimate portraiture with wide-angle landscape shots, the campaign successfully channels a sense of storied British resilience. Every frame is elevated by the interplay between the sophisticated, clean typography of the Burberry wordmark and the iconic equestrian knight logo, reinforcing a sense of timeless elegance grounded in the visceral, elemental beauty of the landscape.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion