[vc_row][vc_column][vc_column_text]The most anticipated London Fashion Week got raving reviews and felt like a homecoming for a brand that chose revenue over identity – until Daniel Lee, the genius who gave us the cassette bag came along and changed everything.
If you got a bit too excited over the Burberry rebrand and wondering what it might achieve, you’re just like us.
This is the first rebrand after the one executed by Ricardo Tisci in 2018 when the logo was redesigned to a very bland Helvetica font – a trend many brands, including Balmain, Balenciaga, and most heartbreakingly, Saint Laurent adopted. Can we all agree that the YSL logo was amazing and memorable?
Yet, the Tisci’s extremely lazy reinvention (that took only 4 weeks to execute) of the brand was a huge success, increasing revenue by a fifth – or to be more precise, 2.83 billion. Commercially victorious, the makeover felt completely non-emotional, even disrespectful to Burberry’s 167-year old heritage, focusing mainly on streetwear. Tisci did his best work at Givenchy, but turned the British house into a blockbuster movie that made a lot of money at the box office while simultaneously getting absolutely no critical acclaim.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1522329586626{padding-top: 26px !important;padding-bottom: 25px !important;}”][vc_column][vc_single_image image=”4039″ img_size=”full” alignment=”center” onclick=”link_image”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Before fully judging Tisci, one must note that the idea was to alienate the brand’s identity from less prudent, one could even argue, tacky argument collaborations, as well as washed up looks that relied heavily on the check pattern.
Thankfully, just last year Burberry got a new creative director, who has single-handedly brought the almost forgotten Bottega Veneta back to life. Daniel Lee has since changed the logo to an incredibly intricate 1901 drawing of the equestrian knight, reminding us all of Burberry’s long standing heritage.
Daniel also knows just how important visual identity is and employed Tyrone Lebon to photograph the first campaign under his creative guidance. The rebrand clearly hints at a comeback to the brand’s British heritage, but does so in a contemporary, non-cliche way.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1522329586626{padding-top: 26px !important;padding-bottom: 25px !important;}”][vc_column][vc_single_image image=”4041″ img_size=”full” alignment=”center” onclick=”link_image”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Everyone in fashion seems to be overjoyed that Burberry is proudly waving their UK flag once again, instead of casting the Kardashians.
Yorkshire-born Lee was the perfect man for the job, and debuted his first runway collection on London Fashion Week on Monday – the looks are a far cry from previous years, focusing more on archive-inspired looks and what we all know and love Burberry for.
Lee has achieved the impossible balancing act – a traditional look, that is still inventive and not repetitive. Yet, one might notice that the menswear feels a bit more put together – some of the looks for women feel a bit unhinged at times. We will assign that to the islanders being inherently eccentric.
The show has received overall great reviews, and signifies a homecoming for the brand that felt a little bit like it has “sold out” over recent years. We are really excited to see what the brand can achieve under Lee’s guidance!
It looks like being true to yourself is back in style, and we are so here for it.
Photo via Getty Images[/vc_column_text][/vc_column][/vc_row]