It took Daniel Lee two years to create a collection that truly felt like Burberry.
To give credit where credit is due, taking over a House with such heritage and DNA is undoubtedly a far more challenging task than at most other brands.
Daniel Lee has always been a talented and visionary designer, yet it initially felt like things weren’t quite falling into place - However, recently, and most importantly since the end of November, Burberry has been producing incredibly strong social media and campaign content, where the original yet modernised Burberry was back. Trenches, humour, great ambassadors, rain, sheeps, checks, tea, you name it!
The hashtag #ItsAlwaysBurberryWeather resonates with the brand’s classics and British humour, giving consumers a reason to want to wear Burberry again.
Last night’s Fall/Winter 2025 show took place at Tate Britain, where guests were led through draped walls and a long runway to plush sofas that felt both quirky and cool. There was the most incredible lineup of celebrities. They were fun, well-chosen, and represented Britain in such an eclectic way—they all wore Burberry in their own unique styles. Ultimately, that’s what makes Burberry such a lovable brand. It’s not an intimidating or a “fashion” brand per se; it’s a brand that stands the test of time, one that fits so many different kinds of people and that can dress Queen Elizabeth II (HM Queen Elizabeth II granted Burberry a Royal Warrant as a Weatherproofer) .as much as Lauryn Hill and they both look fabulous
The show opened with high-waisted jodhpurs, a thick cropped jacket, and an XXL scarf wrapped around the neck—it felt sexy. The casting, the music, the hair, and the makeup all fell into place.
The color palette was mostly wintry, with brown hues, prune, and beige, accented by touches of white and gold.
It was very Burberry without being overpowering. What I mean is that you could see the focus on outerwear, the countryside references, and the inherently British aesthetic, yet it felt light and wearable—almost like an Italian brand in its chicness, but with a British twist in its allure and accessories (the umbrellas, of course!).
For the first time in a long time, Burberry created trends unlike past seasons where the show left you unsure of what to take away.
I’m certain these cropped and cozy oversized jackets will be everywhere, as will the thin and flowing trenches.
I’m still missing the bag that makes me want to run to a shop—but that will come, in time.
Most importantly, this collection was a major step forward for Daniel Lee. I think many of us want Burberry to succeed because, in some way, we all have a little bit of Burberry in our heritage and in our hearts.
