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My guess is that they're trying to use his name and status (New Bottega and etc.) to elevate Tisci's designs. They still have a whole 9 months of Tisci to sell before Lee's collection arrives in stores.
Source: BOF
VOGUE BUSINESSDaniel Lee’s vision for Burberry is an ode to Britishness
After wiping its social media accounts clean this weekend, the British luxury house has unveiled the first campaign under its new chief creative officer, as well as a refreshed logo.
BY KATI CHITRAKORN
February 6, 2023
Burberry set tongues wagging over the weekend when it became the latest luxury brand to wipe clean its social media accounts. Today, the British house is revealing a new identity, which includes a modernised logo and a campaign steeped in Britishness — the first under new chief creative officer Daniel Lee.
The campaign, which will be rolled out across all its marketing touchpoints including social media and e-commerce, stars a cast of British talent including musicians John Glacier, Shygirl and Skepta, actor Vanessa Redgrave, models Lennon Gallagher and Liberty Ross, and footballer Raheem Sterling. It also stars Jun Ji-hyun, the South Korean actress Burberry named as a brand ambassador in 2022. The individuals, selected for their relatability, drive and achievements, were photographed and filmed by another British talent, Tyrone Lebon, in front of London landmarks including Trafalgar Square and Albert Bridge. It’s a more traditional media strategy than the one Lee implemented at Bottega Veneta, which famously deleted all of its social content, then deactivated its account in favour of a “digital journal”.
Those hoping to catch a glimpse of Lee’s designs will have to wait, however. The new campaign features carryover product designed by Tisci. Lee curated the edit and was involved in conceptualising the campaign, but his own designs for the house will not be revealed until his debut runway collection at London Fashion Week on 20 February.
Accompanying the new visual rollout is a refreshed brand logo featuring Burberry’s famous Equestrian Knight Design, which was first created in 1901 (it was the winning entry of a public competition to design a new logo) and last updated in 1999 when the brand dropped the letter 'S' from its name, switching from Burberrys to Burberry. In 2018, the equestrian knight was removed altogether as part of Burberry's new identity under former creative director Riccardo Tisci, who worked with British art director and graphic designer Peter Saville to develop a new logo in stark capital letters and monogram, featuring the founder Thomas Burberry's initials “TB” interlocked.
The return of the equestrian knight pays tribute to the brand’s archive. The logo also features the Latin word “prorsum” meaning “forwards”. Burberry used to have a diffusion line called Prorsum, but it was consolidated into the main collection in 2016 under Christopher Bailey, then chief creative officer and CEO.
Lee was named chief creative officer of Burberry in September, just days after Italian designer Tisci’s final show for the British heritage brand. CEO Jonathan Akeroyd, who joined the brand from Versace last April, identified Britishness as core to the brand’s strategy and when he appointed Lee, observers were quick to note his British roots (Lee hails from Bradford in West Yorkshire, England).
“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. "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.’”
Akeroyd’s goal is to double revenues to £5 billion in the long term, including by harnessing Lee’s creative vision to grow sales in the accessories category. During Burberry's third-quarter results in January, which saw China dent sales growth, the CEO reiterated its outlook for the near and medium term as it continues to target high single-digit revenue growth.
