Daniel Lee and The Future of Burberry

London based fashion house Burberry has been around the block more than a few times. Founded in 1856, it is regarded as a high-fashion staple. Known for their trenchcoats and the Burberry Check, it is a quintessentially British brand that the world has come to love. But as of late, Burberry has started to fall behind in the fashion world.

Enter Daniel Lee. Daniel Lee is a British fashion designer who is most known for turning Bottega Veneta, a previously struggling Italian fashion house specializing in leather goods, into a fashion powerhouse. Lee hit his stride with new bags, footwear, and even a monopoly on the color green. But in 2021, Lee shocked the fashion world by abruptly leaving his position at Bottega behind. After almost a year in limbo, it was revealed in September 2022 that Lee will be taking up the mantle at Burberry. Lee and Burberry seem like a match made in heaven. Burberry has been looking for someone just like Lee, who can stay true to the brand's history and British roots yet create new and refreshing apparel all in one fell swoop. So what exactly can be expected from Daniel Lee at Burberry?

For starters, handbags are more than likely going to be at the front of Lee’s agenda. Lee saw a lot of success at Bottega with his handbags like the cassette and the pouch. Kering, Bottega’s parent brand, reported that the pouch was “the fastest selling bag in Bottega Veneta history.” Burberry, on the other hand, hasn’t made its mark yet with bags, making this a brand new market for Lee and the company. Lee might put a twist on classic Burberry bags, taking the classic “shades of brown and black” color scheme, along with the Check, and freshening it up some. But don’t be surprised if Lee strays away from the standard Burberry bag, he is known for incorporating brighter colors and unique designs corresponding to the show and season. Lee is known for his exciting and innovative handbags, and he isn’t going to stop now.

Footwear is another area where Lee excels, as it was a focal point during his time at Bottega. It's hard to see Lee continuing the current theme of just putting the iconic Burberry Check on everything. Lee will likely introduce new silhouettes that can go well with Burberrys outerwear collection. Heels may also see a change, as well as flats and pumps. Livelier colors and the use of different materials, like Lee’s rubber puddle boots for Bottega, could also make its way to Burberry. Boots were a big part of Lee’s time at Bottega, so it wouldn’t be surprising if they made an appearance for his new label.

Look out for a major shift in Burberry’s accessories and womenswear now that Lee is coming onto the team. After all, Lee did win Womenswear Designer of the Year in 2019 at the Fashion Awards. During his time at Bottega, Lee excelled at mixing the brand’s history with fresh, contemporary designs that brought in younger customers. With Burberry having such a rich and storied past, it is likely that Lee will be doing the same in his new role.

While one can try to predict what exactly Lee will do next, part of his signature style is his unpredictability. Prior to taking on this new position at Burberry, he has only held one creative director position. Because of this, it can be hard to tell what he considered a personal design over what designs were influenced by Bottega. Only time will tell what comes from this exciting collaboration.

Written by Anders Law

Copyedited by Mia Romans

Graphic by Lawton Harris