Burberry Brings ASAPology To London Fashion Week Summer 2024 Show

March 26, 2024

In the grand theater of London Fashion Week 2024, Burberry stands as the undisputed monarch of luxury style from Glastonbury to Harlem.

Much like the iconic Pyramid stage at Glastonbury, Burberry’s colossal tent in Victoria Park commands attention, signaling the arrival of an urban-luxury style spectacle.

Under the stewardship of 38-year-old Daniel Lee, a Bradford native, Burberry faced immense pressure to succeed.

With recent financial turbulence, epitomized by a second profit warning in as many seasons, the stakes couldn’t be higher.


Amidst a star-studded audience featuring fashion divas Naomi Campbell and Karen Elson, expectations soared.

Yet, despite the glitz and glamour, there was a sense of subdued energy. Inside the dimly lit tent, adorned with fragrant scents evoking a forest at night, Lee’s vision for Burberry unfolded.

Embracing an ethos of “outdoorsy elegance,” Lee aims to position Burberry as a brand synonymous with all-weather sophistication.


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Related: Find more of the new style Burberry for 2024.

This ambition is evident in the rugged coats and utilitarian chic that dominated the runway.

Trench coats, deliberately crumpled, exuded a sense of weather-worn resilience, while earthy tones seamlessly melded with the lush greens of nature.

For Lee, the challenge is monumental. Burberry’s identity as a quintessentially British brand necessitates a delicate balance between tradition and innovation.

“The curse and the beauty of this brand,” Lee reflects, “is that it appeals to a broad spectrum of people.” Navigating this complex landscape requires a distinct point of view, a departure from the simplistic tropes of yesteryears.

Central to Lee’s narrative is the notion of the great outdoors—a unifying force in the diverse tapestry of British society. Straddling the divide between elitism and accessibility, Burberry’s allure lies in its ability to resonate with explorers and urbanites alike.

As Lee muses backstage, his gaze extends beyond the runway, envisioning a Burberry that transcends boundaries and embraces the essence of Britishness in all its multifaceted glory.

In an industry where trends wax and wane, Burberry’s enduring appeal lies not in conformity, but in the audacity to chart its course.

As the applause fades and the tent empties, one thing remains certain for Burberry, the journey has only just begun.

Don’t forget the store right at Burberry Limited store at 11 West 42nd St, New York (30 minutes from Harlem), or better yet use our affiliate link that supports HWM.

Burberry Winter 2024

Photo credit: 1-8) Burberry. 9) Youtube.


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