On the wide belt on the low-waist pants of the closed model, the huge Logo is completely recovered from the brand archive.

Close to the low waist line of British culture

The lower waist line on this big show really attracts attention, this low waist line design in British local cultural history, can be traced back to the lower waist line after the liberation of women's clothing after the First World War. In modern times, low-waist trousers were also popular among British teenagers and working class in the early 21st century. Daniel integrates this design element into his collection this season, and can see the new effect brought by the combination of different styles and ultra-low waist elements.

In this show we can also see many simple and casual pieces, they do not want to create a meticulous sense of refinement, but with high-quality fabrics, deep and stable color, crisp cut, and loose or street style fusion of more comfortable style.

The suit inspired by the symbol of the British custom suit Savile Row has been improved to be more casual, perhaps this is the fashion image that Daniel Lee has redefined for Burberry, combining British youth culture with exquisite dress, so that the brand audience can see the new life of Burberry.

From these casual and loose styles, it can also be seen that Daniel Lee's de-elite direction in Burberry's transformation. Excavate the British local culture, make the design reflect and close to the youth culture, reconnect with the Generation Z consumer group, and bring new vitality to the brand.

Life in print and embroidery

Continuing the brand classic in the details, Daniel Lee brought many wonderful and diverse print elements to the big show this season.

The print pattern inspired by the brand's initials B and the equestrian style clasp are interwoven together on the pieces, recreating the decoration of chivalrous culture in the clothing.

Deconstruct the brand's war horse culture into black and white chains and equestrian style buckle prints, interspersed in classic monochrome styles such as trench coats and shirts, bringing a rich sense of layer while conveying a very heavy sense of power.

In addition, Burberry originated from the outdoor brand history, as well as a tribute to the British green culture. Cherries, strawberries and daisies, which appeared in the pre-show preview, have become the protagonists of this season's prints, tracing their roots to the fruity grass fragrance of British culture.

In addition to this outdoor show, we can also see Daniel's floral elements in the form of prints and embroidery into the design of the season, to inject natural vitality into the atmosphere of the camp. The bright colors are reminiscent of the artist David Hockney, also from York, who combines childlike innocence with color and natural elements to express the vitality of transcendence from time.

Footwear reborn

Daniel Lee admitted that his entire series of creation started from shoes, and centered on Burberry's deep digging and creation of its British attributes.

We saw many styles with English and camping qualities on the show, as well as the small idea of embellishing the shoes with irregular image elements such as horses' heads and shields, infusing the show's accessories with comfort and innovation.

The style of leather Muggles and the matching of hardware details create a simple and capable temperament for accessories this season. In the sandal part, adjustable straps and hardware elements are integrated to increase comfort and avant-garde temperament, and the thick heel design also makes the shoe return to elegant comfort. In addition, it is not difficult to find Daniel's broken ambition to create explosive shoes for the brand in this season's lace-up shoes.

Global spokesperson Chen Kun, actor Qi Xi, director Xin Shuang and athlete Ning Zetao all chose to travel with Knight bags before the show, which were inspired by the Equestrian Knight logo (EKD) and performed in a relaxed British style. Different sizes and fabrics give it a completely different wear temperament.

Shield bags, Swan bags and Bucket bags also met with new fabrics and prints at the show, which combined with Burberry's exquisite craftsmanship, became a strong contender for next season's boom.

"All I want to do is write an important new chapter for Burberry." ——Daniel Lee

From the Burberry 2024 summer collection, we can see that Daniel Lee no longer sells Burberry's British feelings through the traditional form, but in the form of closer to youth culture, so that consumers can reconnect with the brand.

He is in his own way for Burberry to set off a young change, so that this very Daniel Lee style and the brand better integration, just like knight blue, in the form of low-key convergence, to recapture the attention and love of the public. When you are aware of its transformation, it has taken over your heart.