LONDON — Daniel Lee is doubling down on glamping for Burbery’s fall 2024 campaign.
The images were shot in the Lake District, the U.K.’s largest national park and a UNESCO World Heritage Site, and feature Phoebe Philo’s daughter, Maya Wigram, and Kate Moss’ daughter, Lila.
The models are wearing cozy knits, Burberry check kilts, and shearling-lined coats amid the tobacco-browns and greens of the English wilds.
Lila Moss was also featured in the British heritage brand’s fall campaign.
Courtesy of Burberry
The campaign is a special moment for Wigram, who made her runway debut at London Fashion Week for fall 2024, where she closed the Burberry show.
“We were inspired by the characters who wear Burberry, and the outdoors and landscapes that are part of the brand’s heritage. The Lake District feels familiar, and it has a sense of adventure,” said Lee, Burberry’s chief creative officer.
The label’s legacy of dressing military men and explorers in weatherproof clothing took on a luxurious bent in the campaign with signature trenches appearing in moleskin, wool and leather; suits inspired by Savile Row, and sturdy calf leather boots with shower-proof rubber soles.
Outerwear starred in the campaign.
Courtesy of Burberry
Despite the internal changes at Burberry, it seems as though Lee’s vision remains set.
In July, Joshua Schulman was named chief executive officer of the brand, amid a 22 percent decline in first-quarter retail revenue and the risk of an operating loss in the first fiscal half.
Schulman, 52, succeeded Jonathan Akeroyd, who was ousted two years into his tenure during one of the most brutal macroeconomic periods the luxury goods industry has witnessed in more than a decade. An accomplished retailer and brand builder, Schulman took up his job on July 18 following the surprise announcement by Burberry two days earlier before markets opened.
