Wed Sep 18 01:36:18 UTC 2024: ## Burberry Unveils a More Relaxed, Colour-Focused Spring/Summer 2025 Collection
LONDON – Burberry’s latest collection presented by Creative Director Daniel Lee, showcased a move towards a more relaxed and muted aesthetic for spring/summer 2025. The show, held at the National Theatre, saw a departure from the bold prints and vibrant colours that characterized Lee’s first season, with a focus on beige, black, and grey tones.
This shift in direction comes as new CEO Joshua Schulman, formerly of Coach and Jimmy Choo, joins the brand. Schulman’s appointment marks a strategic repositioning of Burberry as a more accessible luxury brand, although the company insists it will not be moving downmarket.
Lee spoke about exploring colour in a new way, using tranquil tones to bring a sense of lightness to the traditionally autumnal brand. The collection featured cargo trousers paired with sparkly vests, rugged field jackets teamed with flowy maxi skirts and metallic dresses, showcasing a new high-low styling approach.
Burberry’s iconic check pattern remains a staple, but with a more subtle presence in new colours and textures. The brand is also emphasizing its classic trench coat, which Lee described as an investment piece for customers.
While the collection signals a shift in style, the financial impact of these changes remains to be seen. Burberry has faced challenges recently, including a drop in sales and share price, which led to the company being removed from the UK’s FTSE 100 index earlier this month.
Lee expressed optimism about the future, particularly with Schulman’s arrival. He believes the new CEO’s American optimism and leadership style, combined with his own creative vision, could bring about a successful synergy similar to the Christopher Bailey and Angela Ahrendts era.
First Piper 