As temperatures rise, outdoor vacations are once again a popular search term.

Then there's the discussion of what to wear outdoors. These days, those young people with good taste and fashion have turned their attention to this brand: Burberry.

On the one hand, from the Burberry outdoor history of genes.

For example, the summer collection Trench Trench coat draws inspiration from the brand's collection of fabrics, including the Trench trench coat and parasol used in the 1940s, which can reflect the sun and wind.

On the other hand, there is a deep-rooted British fascination with outdoor life.

Therefore, after British designer Daniel Lee became the chief creative director of Burberry, an important stroke is to restart this British gene of the brand. A huge tent on a sprawling lawn became the site of each season's launch show, where military kettles and green quilted horse blankets were everywhere, and English food carts handed out cakes and tea, creating a relaxed atmosphere like a family gathering.

The ducks, swans and roses featured in the first show were a nod to royal culture and pastoral life -- something fellow British fashion critic Sarah Mower recognized as "Lovely weather for ducks!" 'exclaim. The Spring/Summer 2024 collection continues this story of origin, lighting up outdoor life with roses and summer strawberries commonly found in English gardens.

Featured in the 2024 Summer campaign series, shot in Jamaica, photographer Tyrone Lebon captures the atmosphere of summer outdoor life with exquisite lens language.

The reason why I chose such a green shooting place is because Daniel Lee wants to trace back to the British fruity grass smell and return to the classic original beauty of Burberry.

The first thing Daniel Lee did when he took office was to change the brand's logo.

However, it is not a new creation, but originated from a search for the brand's first logo in 1901. The bottom text has been slightly altered to highlight the Equestrian Knight Logo (EKD), which represents chivalry in traditional British culture.

Equestrian inspired knight elements, shields, B-buckle interwoven chains are ubiquitous in this series, also echoing the equestrian knight logo.

The whole series integrates multiple dynamic profiles, and the overall cut is characterized by crisp narrow body and low waist agility. The design of the low waist line in British native culture can be traced back to the waist line after the liberation of women's clothing after the First World War. The low-rise pants that were popular among queer youth and the working class in the early 2000s also became the inspiration for Lee's creation, and you can see the combination of multiple styles and low waist lines.

The brand's signature Trench coat also joins them, in black, beige, stone and knight blue tones, with a relaxed D-ring wide belt or loose silhouette, creating a mid-waist and low-rise look.

Crisp cut and knee-length for leisure, suitable for city life; The light Gabadian fabric releases a relaxed and elegant style, which is inspired by Burberry's collection fabric and can meet the scene of summer outdoor vacation.

A casual suit for city living, incorporating the cut of classic men's wear, pays tribute to the tailors of London's Savile Row. Loose or street silhouettes that can be worn from city walk to outdoor living.

And don't forget the youth culture that originated in London - in the 1960s, British youth launched a rebellious cultural trend that influenced the world. In the new season, the biker leather jacket derived from the classic uniform is paired with cool epaulets and the sleeve edge is decorated with coin style decorations. With the frilly fringe dress collocation, rebellious bold and full of surprises, so that the young consumer group of Z generation.

The talented Daniel Lee makes the brand restart the beauty of Britain while there is no lack of personality, fashion and vitality.

This season, Knight blue is worn in delicately tailored ruffled chiffon cardigan jackets, or in plaid, print, and shoe soles. This dazzling blue has undoubtedly become the representative color of Burberry today.

And beige, dark red, purple, dark green... Reminiscent of the colors of flowers, berries and vines in the English garden, they appear occasionally in the new collection, combined with the design of a flexible personality, but added to the expectation of everyday clothing.

The classic plaid that is deeply in the heart of the people has "disappeared", replaced by a simple and vibrant color diagonal plaid, which is a fashionable blouse reconstructed by knitting, and the summer holiday atmosphere is also perfectly integrated.

In response to Burberry's outdoor heritage, summer's fruity elements such as strawberries, cherries and pears are transformed into seasonal prints and embroidery patterns. But with a rich blue, purple refresh, really eye-catching.

Daisies, forget-me-nots and roses, commonly seen in English gardens, combine childlike interest with natural elements and seize the visual C position with dazzling colors.

"It's definitely about getting the wardrobe codes, subverting them and making them feel more London," Lee responded.

Daniel Lee definitely knows how to create blockbuster pieces. This season, Knight bags shine in exquisite leather or new materials, inlaid with Burberry Equestrian Knight logo elements, modern and personalized.

Snip package, Shield package with new models and materials strong return; The new Horn bag is made from a single piece of leather or fabric, with a large B-frame chain handle, soft upright, eye-catching and stylish.

As the starting point of this series, the shoes of the new season are more British. Casual casual shoes follow the classic moccasin moccasins manufacturing method, with nickel metal shield logo; The leather Muellers are simple in design, incorporating adjustable straps and enameled details of the equestrian knight logo buckle, and the thick heel design further adds comfort and edgy temperament.

Exciting strappy sandals, mixed with rose branches or metal ornaments, let the relaxed romantic femininity to stretch.

The shield shape from knight culture appears repeatedly on bag hardware, sunglasses, and casual shoe buckles, connecting people's visual memory and believing that it will soon become a popular password for young cool people.

As Mr Lee says: "All I want to do is write a significant new chapter for Burberry."

Burberry's new season is not only an exploration of lightness and sensibility, but also an expression of the personality and self of young consumers. The talented Daniel Lee attempts to define the brand's upstart style through a youthful transformation.