While other luxury brands have been raising prices and churning out hit products, it seems like we haven’t heard much from BURBERRY in a long time. In recent years, BURBERRY appears to have lost its spark, with designs that lack discussion value and no standout products in sight.
In reality, BURBERRY has been working hard to save itself. They’ve changed designers, bringing in Daniel Lee, the hit-maker who completely transformed BV’s brand image.
Since taking the helm, Daniel Lee has made several big moves. He hasn’t remained in his comfort zone but has shown the public a different side of BURBERRY.
When we think of BURBERRY, the first thing that comes to mind is its classic check pattern. Daniel Lee has taken this classic element and given it a more imaginative twist.
The most obvious change is in color. Now, the check elements have become brighter, more vibrant, and more distinctive.
The previously neatly arranged checks now have more variations and playful interpretations. Diagonal patterns and checks composed of different elements show how Daniel Lee has reimagined the classic check in various ways.
Besides the classic check, Daniel Lee has also revived the brand’s long-forgotten equestrian knight logo. The strong comeback of the knight logo has given BURBERRY’s overall style a more refined English old-money fashion sense.
Changing designers is one aspect, but to expand the brand’s influence, BURBERRY has also found new ambassadors. South Korean goddess Jun Ji-hyun is highly popular across Asia and fits well with BURBERRY. With her tall figure and cool demeanor, BURBERRY pieces worn by her instantly become must-haves.
In addition to Jun Ji-hyun, BURBERRY has also secured another talented actress with outstanding charisma: Tang Wei. Tang Wei has talent, impressive works, and her own personal style. BURBERRY has shown good judgment in their choice of representatives.
Although BURBERRY’s path to changing its style has been bumpy, and many people haven’t bought into it, is it really as worthless as some might think? Looking closely at the past few seasons, there have actually been some standout pieces each time, and there are handbags with bestseller potential.
The new flagship product, the Rocking Horse, seems poised to become a hit. BURBERRY, which hasn’t had a bestselling handbag in a long time, is clearly focusing its efforts on this bag.
BURBERRY has arranged an entire series of promotional shots for this handbag, featuring both Jun Ji-hyun and Tang Wei. The brand has high expectations for this bag.
Looking at the design itself, the Rocking Horse bag has many praiseworthy features.
Firstly, the shape is very unique. Unlike the ubiquitous saddle bags on the market, this bag has a delicate curved detail on its upper edge. This curve makes it instantly recognizable as a BURBERRY handbag, and the entire body of the bag has rounded, full lines.
Another commendable detail is the metal clasp. A vertical line and a circle combined together resemble a lowercase “b”, the first letter of the brand name. It’s angular yet curved, making for an interesting small detail.
The Rocking Horse has simple lines and a minimalist style, making it easy to match with outfits. It comes in mini and medium sizes. Lee Sung-kyung was seen carrying the red version, which looked very stylish.
The overall feel of the handbag is season-neutral. It doesn’t feel stuffy or heavy in summer, and it can hold its own when paired with trench coats or overcoats in autumn and winter.
Besides color variations, this bag also comes in different materials, allowing for diverse styles. The new check elements have also been incorporated into this handbag’s design.
Many of Daniel Lee’s designs actually draw from BURBERRY’s inherent British heritage. For instance, the Shield bag is inspired by the shield element of the knight logo. Its shape is memorable, and the unique bell decoration gives it a distinctly British flair.
The Shield handbag is perfect as a trendy underarm bag. The bell decoration adds style and character, while the simple line design makes it versatile for everyday use.
Also inspired by the knight logo, the Knight series uses a folded structure. The leather is soft and fine, but the bag maintains its shape without collapsing. The style aligns well with the current trend of relaxed and casual looks.
While the small size is more delicate, it’s recommended to go for the medium size of this handbag. The medium size better expresses that fashionable British preppy feel and looks more stylish when worn.
Although the Trench Tote is designed as a men’s bag, it looks effortlessly cool when carried by women.
The Trench Tote is designed with both fashion and functionality in mind. The bag is made from the same gabardine fabric as the classic Trench coat. The adjustable side strap is inspired by the waist-cinching belt of the coat. The bag is lined with the classic check pattern and has a large, spacious capacity.
BURBERRY’s process of change hasn’t been entirely smooth, but it has had some bright spots. Which version of BURBERRY do you prefer?
