Review of Burberry Winter 2023 Ad Campaign by Burberry Creative Director Daniel Lee and Photographer Tyrone Lebon with models Angus Hinnegan, Anugraha Natarajan, Ayrton Maberley Dick, Emma-Rose Higgins, Faye Wei Wei, Iris O’Carroll, Jake Hodder, Jean Campbell, Kesewa Aboah, Kit Butler, Leon Miles, Mawena Takpa, Nicci Luijkx, Paduey Luak, Sora Choi, Tunji Obembe, and Zhuo Chen
Burberry draws energy from the beauty of the British isles with its Winter 2023 campaign. Forming the first dedicated seasonal campaign under brand creative director Daniel Lee, the imagery was once again created in close collaboration with photographer and director Tyrone Lebon.
Lebon again deploys the kind of spontaneous, organic, and lo-fi photographic style he brought to Lee’s first creative expression for the brand. But set against the locations of the Giant’s Causeway in Northern Ireland and Scotland’s Isle of Skye, which breathe with a rugged and stunning natural beauty, this approach takes on a distinct new feel. Lee’s street-minded yet sophisticated takes on British outerwear classics feels both juxtaposed with and at home among the timeless and open quality of these spaces, while Lebon’s angular approach captures this fresh tension with an idiosyncratic eye.
Though its models are well chosen, the cast does perhaps lag a bit behind the previous campaign, which featured an exciting and eclectic group of London-based artists. On the other hand, the greater anonymity of the models here makes the campaign feel more open-ended and evocative, putting the focus simply on the visual narrative of these individuals wearing these protective yet expressive clothes in this amazing place.
While both Daniel Lee’s debut campaign and collection had a distinct and fresh point of view on Burberry, it’s not really until the follow-up outing that we can get a sense of the direction and progress of this new vision – and this campaign has done just that. Building on a solid foundation, the campaign sees Burberry take exciting steps to explore aspects of its identity that perhaps were always there, but needed a new eye to be brought into the light.
Burberry Creative Director | Daniel Lee Photographer & Director | Tyrone Lebon Models | Angus Hinnegan, Anugraha Natarajan, Ayrton Maberley Dick, Emma-Rose Higgins, Faye Wei Wei, Iris O’Carroll, Jake Hodder, Jean Campbell, Kesewa Aboah, Kit Butler, Leon Miles, Mawena Takpa, Nicci Luijkx, Paduey Luak, Sora Choi, Tunji Obembe, and Zhuo Chen Location | Isle of Skye, Scotland, and Giant’s Causeway, Northern Ireland