Burberry SS24 Show: Blending British Heritage and Avant-Garde Aesthetics

Burberry's presence during this fashion month transcended the confines of the traditional runway. Under the sign of "Burberry Street," a reimagined Bond Street tube station in London, fashion enthusiasts were treated to a dose of long-awaited excitement as they awaited the unveiling of creative director Daniel Lee's second collection at London Fashion Week. While Burberry may have been one of the last brands to grace the stage before fashion lovers headed to Milan, the anticipation was undeniably justified.

Daniel Lee paid homage to his roots by hosting the show in his own neighbourhood, Highbury Fields. The design and ambience of the event combined military aesthetics with the luxury idea of ‘glamping’. Guests found their seats on verdant benches beneath a green tent covered with tartan patterns and an array of quintessentially British elements, from Eccles cakes to cups of coffee in Burberry Blue, and much more.

The show commenced with Lee's reinterpretation of the iconic Burberry trench coat. His version brought a new dimension to the classic design by placing the belt lower on the hip, turning up collars, and offering it in a kaleidoscope of colors.

Fruits became a central motif throughout the show, with the brand incorporating fruit prints from abstract cherries on sweater sets, and Burberry blue strawberries covered onto dresses, turning the event into a truly fruitful occasion.

The collection embraced a blend of color clashes, bold shapes, relaxed silhouettes, and an overall cool utilitarian vibe. Lee captured the essence of British culture, drawing inspiration from the brand's storied archives and ingeniously steering it toward a new chapter.