LONDON — Daniel Lee has brought out the ducks and dogs for his first holiday season campaign for Burberry.
In a series of whimsical photographs and short videos, the brand’s scarves, new Shield bag and the Burberry Knight bag take center stage juxtaposed against British motifs such as a silver smoking pipe and ashtray.
Three fluffy little ducklings take their position on a white and cobalt blue cushion; a beagle dog sits with one of Lee’s footwear creations and a gold cufflink, and a miniature schnauzer walks around a bright yellow hot water bottle pocket that’s decorated with forks and a wrench.
Burberry Holiday 2023
Courtesy of Burberry
The duck is a recurring symbol of Lee’s since his debut fall 2023 show in February. In the collection he added a bright yellow duck print.
“I find it very British. It makes me think of the park and Burberry is an outdoors brand associated with the rain and protection. And the brand is about functionality,” he said at the time.
The same ducks made a reappearance at Lee’s spring 2024 show staged at London’s Highbury Fields.
On Monday, Burberry revealed a collaboration with British shoemaker Tricker’s on a line of brogues, Chelsea boots and Derby shoes in shades ranging from black, vine, and aubergine to camel in calf leather and camel suede.
Burberry Holiday 2023
Courtesy of Burberry
All of the shoes are made with a leather welt to allow the sole and upper to be stitched to the insole, allowing for future refurbishment and repair. Each shoe is finished with a rubber sole as they’re designed to be worn anywhere.
Lee, a designer known for his Midas touch when it comes to accessories, is doubling down on Burberry’s offerings, a strategy that chief executive officer Jonathan Akeroyd laid out during a presentation last November. He said he wanted the brand to be “desirable and relatable,” with product sitting front and center, a renewed focus on “femininity” and an emphasis on underdeveloped categories such as footwear.
Akeroyd’s ambitions are to take Burberry’s revenue to 5 billion pounds in the long term, fueled by a much bigger accessories business.
The newly reopened Burberry flagship on New Bond Street is helping to shape that vision with the ground floor’s windows dedicated to accessories.