Daniel Lee's Burberry Spring 2023 Campaign by Tyrone Lebon Targets British Identity AOC Fashion

It was difficult to miss the equestrian knight motif racing across the new Spring 2023 Burberry Campaign as part of “the first creative expression” shared by Daniel Lee, Burberry’s Chief Creative Officer.

For AOC, our focus was on the faces of the British heritage brand Burberry, the visualization of who wears this brand.

CEO Jonathan Akeroyd, who arrived at Burberry from Versace late last year, has identified Britishness as key to Burberry’s brand DNA and financial success as a luxury brand.

Daniel Lee, with roots in West Yorkshire, England agrees. “Burberry flies the flag for Britishness and for the UK and for culture. So, we have to use our platforms because we have a responsibility to communicate those things,” Lee told ‘Vogue Runway’ in December.

The designer continued:

"I don’t know if this is the right way to say this, but more than surprising people, I really would like them to see the new vision and feel reassured — like, ‘Oh, yeah, this makes sense: This is what Burberry should be.’”

Photographer Tyrone Lebon [IG] teamed up with a cross section of contemporary talent that includes John Glacier, Jun Ji-hyun, Lennon Gallagher, Liberty Ross, Raheem Sterling, Shygirl, Skepta, and Vanessa Redgrave.

Most — but not all — of the faces have strong heritage ties to Britain.