LONDON — Burberry’s chief creative officer Daniel Lee has his eyes set on the bag.
The brand has launched its first handbag campaign for the Rocking Horse bag. The saddle shape bag features a minimal flap along with a B-shaped closure — it’s available in leather and wool.
Burberry’s global brand ambassadors Bright and Tang Wei appear in the images, as well as models Nora Attal and Lily Donaldson, who in one photo is posing against a red wall holding the bag in a matching color.
Donaldson featured in Burberry’s ad campaigns between 2008 and 2019.
Lee brought out the OG British models at his fall 2024 show with the likes of Agyness Dean, Lily Cole and Edie Campbell taking to the runway.
Last week, the British luxury brand introduced Burberry Summer, a lighthearted selection for the summer featuring the brand’s famous checks and its equestrian knight design from 1901.
The print has been applied to swimwear, T-shirts, dresses, bags and beach towels.
In a difficult luxury market, the brand hasn’t stopped its effort to try and sail through. Burberry reported a 4 percent decline in revenue to 2.97 billion pounds, with adjusted operating profit falling 34 percent to 418 million pounds following a downgrade by the company in January.
Burberry’s biggest sellers last year were weatherproof classics: scarves, outerwear and the brand’s signature raincoats.
Lee is determined to strike magic at the British brand.
He was the industry’s King Midas for his magical touch at Bottega Veneta, building on its leather goods heritage by rolling out new designs such as the Pouch bag, the Cassette bag and the Lido sandals.
At Burberry, Lee has given the handbags panache by way of the hardware detailing that subtly mimics a knight or bears a stamp of the brand’s updated equestrian knight design.
