Burberry Reimagines The Classics For A Caribbean Summer

With British Summer Time just weeks away, the temptation to pull our shorts out of storage has never been stronger. Well, if you need a little more convincing of the upcoming warm weather ahead, look no further than Burberry’s summer campaign. Long-time collaborator Tyrone Lebon journeyed to Jamaica to capture the British brand’s summer staples in a series of sensual portraits featuring today’s British icons.

‘Shooting our summer campaign in Jamaica was an obvious choice as we celebrate the rich culture and influences that makeup Britishness today,’ states chief creative officer Daniel Lee. ‘My youth in Northern England and adulthood in London has been surrounded by creativity and diversity — our biggest pride in modern Britain’.

The series features a star-studded cast reflecting the diversity of life in the UK, including models Karen Elson and Sang Woo Kim, showcasing the evolving icons of the brand. Under the creative direction of Daniel Lee, Burberry has introduced new heritage motifs like the knight clip, shield and ‘B’ buckles, both as hardware and prints. English garden flowers and summer fruits are meticulously printed and embroidered on the fabric, encapsulating the spirit of a modern British summer.

Of course, it wouldn’t be a Burberry campaign without the brand’s timeless trench coat. This time around transformed with the Caribbean heat in mind through lighter, airy gaberdine evoking an easy elegance and summer sophistication. It’s this reimagining that further enriches the Burberry narrative that Lee has been pushing since becoming chief creative officer in 2022. As summer approaches, Burberry beckons fashion enthusiasts to embrace a season of renewal and reinvention, where heritage meets contemporary flair.