Burberry

Despite being one of the oldest design houses in the world, Burberry still hasn't revealed all its secrets. Under the direction of Daniel Lee, the British label has a fresh new face combining modernity and tradition more than ever before. After all, the brand rests on its rich history. Founded by a 21-year-old Thomas Burberry in 1856, the label rose to notoriety: in 1879 the founder invented the gabardine trench coat, patenting it in the process. The new waterproof and resistant fabric were an instant hit. Worn by many explorers throughout the years, Burberry was also the official supplier of trenches for British soldiers during both world wars.
The design house is praised for its products and known for its signature motifs. From the equestrian knight in the Prorsum logo to the iconic beige, red and black tartan check, the brand's aesthetic is immediately recognisable. Since being appointed in October 2022, chief creative officer Daniel Lee has understood this and continues to revisit designs that we suspected would be lost forever. As soon as he arrived, he drew on the house's archives and modernized the logo by opting for a finer and softer font. At his first show in London in February 2023 for the Fall-Winter 2023-2024 collection, he honored colorful tartan prints, trench coats with unstructured silhouettes and other punk-rock inspired pieces. In short for this new era, we can expect some cool, inclusive and eccentric pieces.