England and Chelsea forward, Raheem Sterling, and grime legend Skepta join a star-studded cast for Burberry’s latest campaign centred around ‘Britishness’.
The British fashion label turned heads over the weekend after deleting all of their Instagram posts, a move clearly carried out in anticipation for their upcoming, updated identity reveal - the brand’s first under the guidance of newly appointed Creative Director, Daniel Lee.
The campaign - set to fully launch during London Fashion Week, later this month - will centre around and celebrate some of Britain’s most revered icons, both on and off the pitch, including: Vanessa Redgrave, Shygirl, Lennon Gallagher and more.
Directed by London’s very own Tyrone Lebon, who not only previously worked with Lee on campaigns for Italian luxury house Bottega Veneta but also Calvin Klein, Supreme and Louis Vuitton, is responsible for bringing Lee's vision of 'Britishness' to life.
Trafalgar Square, Tower Bridge, the Houses of Parliament and Albert Bridge are backdrops used in Lebon’s imagery, whilst both Sterling and Skepta's portraits depict them holding roses (England’s national flower) and feature the brand's new logo inspired by Burberry's archive - its Equestrian Knight Design which was originally crowd-sourced from a public competition in 1901. A perfect combination of quintessential Britishness.
The design also encompasses the Latin word 'Prorsum', meaning 'forwards' - perfect for Sterling - and has been simplified by removing the original wreath around the logo. Prorsum was also the name of the label's ready-to-wear line until 2015 when the house streamlined its three sub-brands: Prorsum, London and Brit, under the Burberry umbrella. It seems Lee is stripping the brand back, and is focusing on core principles and touches that originally made the Basingstoke brand groundbreaking.
This isn't the first time Burberry have linked up with a pro baller or musician to be the faces of their campaigns. Just a few months ago, globally renowned artists Burna Boy and Shakira donned the famous check print, whilst Marcus Rashford and Son Heung-min have both been blessed with ambassadorial roles in recent years.
Lee will showcase his first collection for Burberry during London Fashion Week, and here's hoping Sterling and Skepta will be in attendance. Drip pics pending.
Take a closer look at Lee's stills from the upcoming campaign below.