Burberry's new creative designer, Daniel Lee, staged his first fashion show featuring large bright blue jackets with tartan patterns, oversized trench coats and bags decorated with badger tails, as the brand tries to redefine itself again “Britishness” of.
In the first big test for the designer, the fashion world descended on a purpose-built structure in a South London park, a space that sits between an old English garden and a cricket pitch, on Monday night to get a taste of Lee's vision for a brand that has lagged behind its luxury competitors.
The setting for Lee's show gave a taste of the UK countryside, as each seat was equipped with a hot water heater, while the waiters offered the VIPs a hot toddy – a typical British drink mixed with hot water, whiskey, lemon and honey – before the lights go out.
“I wanted, hope, to show the world some positivity about Britain again and remind the world that great creativity often comes from here”, Lee told reporters after his first collection. Burberry's stock rose more than 1% in the first transactions in London.