Review of Burberry Summer 2024 Ad Campaign by Photographer and Director Tyrone Lebon with models Abi’Gail Lloyd, Chey Carty, Damany Gayle, Drucillah Campbell, Finley Prentice, India Rawsthorn, Jaden, Kai Newman, Karen Elson, Malachi Sule, Mayowa Nicholas, Oisin Murphy, Peng Chang, Sang Woo Kim, Selah Mchail, Sheldon Shepherd, Sister Nancy, and Taylor Gordon Bruce
Burberry is on island time with its latest campaign. The Summer 2024 campaign was captured in Jamaica by photographer and director Tyrone Lebon.
Burberry’s home of the British capital and Jamaica have a long history of cultural exchange. To this day Jamaica is of course still deeply shaped by the British empire’s brutal 300-year colonial subjugation of the island, while – on a more positive note – Jamaican immigrants to London following its postwar labor shortage created a rich cultural exchange that spawned exciting new movements in music and art.
Daniel Lee’s vision for Burberry has this character of London as a hotbed for diversity and creative exchange at its heart, so it’s a smart idea (despite its vaguely colonialist undertones) to extend this vision and take a summer vacation to the place that is one of the primary origins of this conversation.
Lebon brings the same spontaneous, vivid, and intimate photographic approach as in his previous work for Burberry to this campaign, with the portraits taking on a new flavor of summertime island indulgence thanks to the location. Even if the trench coats feel a bit out of place, the floral motifs and unbuttoned shirts balance things out. Also notable is the appearance of iconic British model Karen Elson, who walked in the brand’s recent runway show and now joins its expansive community of characters in her first Burberry campaign under Daniel Lee.
Set to a kaleidoscopically chill soundtrack that pays homage to Jamaican dub music, the accompanying short film deepens the sense of atmosphere. Lebon deploys a nostalgic film filter, making for a nice balance of retro moodiness and modernity.
Daniel Lee’s cleverly crafted campaign approach has an impressive power to feel consistent and recognizable no matter what new locations and characters it turns to. From London to Jamaica, the brand’s vision of contemporary Britishness lends an artful organicism to all it lays its eyes upon.
Burberry Creative Director | Daniel Lee
Photographer & Director | Tyrone Lebon
Models | Abi’Gail Lloyd, Chey Carty, Damany Gayle, Drucillah Campbell, Finley Prentice, India Rawsthorn, Jaden, Kai Newman, Karen Elson, Malachi Sule, Mayowa Nicholas, Oisin Murphy, Peng Chang, Sang Woo Kim, Selah Mchail, Sheldon Shepherd, Sister Nancy, and Taylor Gordon Bruce
Location | Jamaica