After the British fashion brand Burberry recently announced its latest global brand ambassador, Irish actor Barry Keoghan, it recently released its 2024 summer image advertisement. In the creative vision shaped by the brand’s creative director Daniel Lee, a large number of natural materials create a pleasant association with vacation, and Burberry’s traditional classic long windbreaker and war horse knight EKD totem are integrated into the design, making the trinity of lightness, elegance and fashion.
Daniel Lee, Burberry’s creative director, said that in order to reflect the rich culture and influence of Britain, the brand chose to shoot in Jamaica. “I spent my teenage years in the north of England and my adulthood in London. ( And) has always been surrounded by creativity and multiculturalism, which is what modern Britons are proud of.”
Tropical flowers, bright colors and prints have become the enthusiastic expression of Burberry’s 2024 summer. Whether paired with a beige but simple brand’s classic long trench coat, or black trousers paired with a cute top, it shows the polite British gentleman style. The passion for life also gives people a sneak peek of the new “Knight Bag” with chain straps and sequins, which is sparkling and charming. The female models are lying on their sides or leaning back, and the picture is filled with rattan and bamboo. Natural elements such as chairs and wood seem to take people to the tropical south. Men’s masculinity is presented in more explicit or subtle ways: whether it is an oversized black belt with EKD metal buckles paired with strong muscle lines, or a man turning up the high collar of a black windbreaker and shoulder straps in front of a broad-leaf plant. Large rider bag.
The same rough-styled wooden chair captures the sitting postures of male and female models in bright sunshine and magical sunset moments. They confidently face the camera, wearing jumpsuits or plaid vests with trousers. Even though the light intensity creates different scenes, what they have in common is the sound of waves accompanied by the sea breeze coming from outside the camera, the salty fragrance and laziness of the sea waves in the air, which paint a picture of summer not far away for people. The beautiful scenery embodies the spirit of the British knights on the outside: exploration, pursuit, adventure, and the joy of life quietly emerges not far away.
