Daniel Lee; Bottega to Burberry

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The West Yorkshire born and bred Daniel Lee completely shocked the fashion world after announcing he was parting ways with the luxury Italian brand, Bottega Veneta. Lee, aged 37, was at Bottega Veneta from 2018 to 2021, where he preserved Bottega’s emphasis on well-crafted products, following minimalism and being logo-less. He had a hugely successful time with Bottega, increasing the company’s revenue across 2021 to an all-time high of £1.3bn.

Lee is hugely responsible for creating mass-popularity of the brand by introducing new silhouettes, handbags, and “Bottega Green”. For the fashion house, this shade of green silently became the trademark colour of Bottega, which took a worldwide spread. The colour originally started with their handbags after the Fall 2019 collection. Since then, the brand’s identifying colour has infiltrated blouses, bathrobes, outerwear, and rubber puddle boots, in addition to the packaging.

Image via Twitter (@VictoriaFutures)

Lee single-handedly used his creativity to establish Bottega’s placement in the fashion world. In the short 3 years he was creative director, Lee managed to make sure Bottega is now one of the most desirable and trendy brands now.

Following Lee bowing out of his creative director position at Bottega, he was appointed as the new chief creative officer for Burberry in late September of 2022. Since then, he has single-handedly managed to transform and re-establish Burberry, which was shown throughout Lee’s debut show this past London Fashion Week.

Burberry deleted all posts on their Instagram page, but on the 6th of February debuted photos of the brand’s new global ambassadors to represent the new heritage collection. These photos included the famous British talents of musicians Skepta, Shygirl, and John Glacier, models Liberty Ross, Lennon Gallagher and Flyn Stone, footballer Raheem Sterling, and South-Korean actress Jun Ji-hyun (named brand ambassador in September 2022).

From Burberry

Left to right; Shygirl, Fly Stone, Arlana Weekes

Burberry also showcased the refreshed logo, featuring the famous equestrian knight design from 1901.

From Burberry

With Burberry being one of the most anticipated shows this fashion week, Lee had a lot of expectations, and he didn’t disappoint! Some companies have credited Lee, saying the show “exceeded expectations, which nowadays is something of a rarity.” (@highsnobiety via Instagram)

Images from Vogue Runway

Link to the F/W 2023 Show: https://www.youtube.com/watch?v=XXqlTYDIEWo

Burberry have established their growth strategy, including a refocus on Britishness, doubling sales of certain products, and delivering sustainability commitments. This, combined with Burberry’s incredible showcase this fashion week, provides a promising future for the brand.

Good luck to Daniel Lee and Burberry! Looking forward to the future of the brand.