Daniel Lee’s Burberry is at once a profound reflection of the past and a projection into the future. In a photoshoot capturing the essence of the new Burberry, Lee is joined by English supermodel Karen Elson and Thai actor Bright Vachirawit — a maestro and his muses.

Daniel Lee

Born and raised in Bradford, England, Daniel Lee’s arrival at Burberry was a true homecoming. In reigniting the British heritage brand, the Chief Creative Officer pays homage to the world he grew up in. “I’m inspired by our diverse style and culture, from ceremonial and royal dress to the strict codes of youth subcultures in nightclubs, football and galleries,” explains Lee. “For me, it’s important that Burberry is relatable and progressive, and that everyone can understand it.” His Winter 2024 collection captures the sentiment best, narrating the characters of Burberry’s past and present, and proposing an idea of Britishness more inspired than ever before. 

Where do you draw inspiration for your collections? Are there specific themes or motifs that you find particularly compelling?

The collections are built around an idea of modern Britishness. London is one of the most diverse cities in the world—the wit and sense of humour sort of unify everyone. We’ve used motifs that are familiar, and feel joyful and optimistic, which is important. So is functionality, which is a huge part of Burberry’s heritage. The trench is protective and made for performance in all weather conditions. We draw on other Burberry icons, too, like the Equestrian Knight Design (EKD)— a house logo dating back to around 1901—throughout the collection and branding, which is now in the colour Knight Blue. And Burberry Check, of course, is part of the house’s heritage, but it’s also adaptable to the modern wearer; we’ve brightened the colours and warped the check prints.

What emerging trends in fashion do you find most exciting, and how do you plan to incorporate them into future Burberry collections?

I’m not sure that trends are relevant anymore. It’s about having a recognisable identity and developing that, rather than a seasonal look. It feels like the strongest brands are doing what they do, and aren’t taking too much notice of others in terms of colour, fabrication or silhouette.

Who are some of your personal fashion icons, and why do they inspire you?

I first came across John Galliano, Alexander McQueen and Vivienne Westwood when I was a teenager, which sort of led me to go to Central Saint Martins. While I was there, I interned for Martin Margiela, where I saw his deeply contemplative approach. I then worked with Balenciaga under Nicolas Ghesquière, which was so inspiring to be able to see fashion, design and ideas without limits. I grew up seeing Christopher Bailey’s Burberry and I really respect what he did there, bringing in this sense of community that felt welcoming.

What does a typical day look like for you as the Chief Creative Officer of Burberry?

There is no typical day, and that’s a good thing. Our plans change according to what we need to achieve. I will say that I work hard— as do my team—and pretty much everything I do feeds into my work somehow. I’m also lucky that I still work with some people who I have been with since the early years of my career and university.

What are your hobbies outside of work? How do you spend your free time?

I’m into skincare at the moment and generally taking care of myself. I use the gym to escape and switch off. I try to see performances at Sadler’s Wells or go to a live concert as often as I can. London has so many art galleries, from the bigger more established ones like the Tate, to smaller, emerging galleries, so I try to see a show as much as possible.

How involved are you in choosing the people that represent your new vision for the Burberry brand? How do Bright and Karen embody the Burberry spirit?

I am completely involved with choosing the people who represent Burberry. It’s never just about fame, it’s about relationships and collaborations which are authentic. We choose people to represent us in our shows and campaigns because we like what they stand for, and they reflect the communities we are a part of. Karen really embodies the Burberry spirit because she is warm, intelligent and funny. And Bright is a talented performer and an extremely hard worker; he’s confident and has a lot of natural charisma.

What’s your favourite piece from the Burberry Winter 2024 collection and why?

The idea was to bring the outside in, so we staged the show in a tent in Victoria Park in East London. All the looks were about feeling warm and protected from the elements. The last look brought that concept full circle, I think— Maya in a leather trench, a warm jumper, long kilt and Saddle High boots. There’s a sense of adventure in the looks. Functional, but also youthful and confident.

Bright Vachirawit

“Being a good actor means respecting the character you’re portraying, understanding it, and listening to the character more than your own self,” Bright Vachirawit muses. This philosophy has guided the Thai heartthrob’s meteoric rise in the entertainment industry from his breakout performance in 2gether: The Series to filming his latest work Love You To Debt, a journey marked by a profound connection with every role he brings to life. 

With his undeniable charisma and steadfast work ethic, it wasn’t long after his debut that Bright captured the attention of Burberry. And as the brand ambassador, he graced the Met Gala for the first time in Daniel Lee’s designs, making history as the first Thai actor to do so. Whether it be on set or on the red carpet, he always shines bright — fitting for the star that he is. 

You are starring in a new film Love You To Debt. Can you tell us more about the plot and your character? Why did you agree to accept this role? 

The movie is about a man who lived in Pattaya as a debt collector until he found someone who made him want to change and become a better person. I accepted this role because the story takes place in Pattaya and I find that interesting and challenging for me to further push myself as an actor. The character is also charismatic to me. I think deep inside, his soul is pure.

Have any of your characters taught you something significant about yourself or life in general? 

Love You To Debt is a good example. It shows that you cannot judge someone just by his or her looks. No matter what path someone is on, it does not mean that their path reflects who they are. Everyone has his or her “black and white” in life. 

You’ve expressed a love for music alongside your acting career. What is it like to pursue both passions?

Both my music and acting careers need time, which means I need to balance myself and my schedule to fulfil both things. I find it interesting and good to put myself in both fields because they provide me with different perspectives and skills which help me develop as a person. Music and acting are interconnected. My passions influence each other and will grow with me. 

What is the biggest challenge you have encountered in your career so far and how did you overcome it?  

The biggest challenge for me is when I need to do something when in reality, I want to do nothing. Every day is full of responsibilities for me, but it is not every day that my body and mind are full of energy. My work requires lots of it. It’s very challenging but I must do it.

You are Burberry’s brand ambassador and just attended the Met Gala with the brand. How has it been like working with Daniel?  

Daniel is a great person. His work and position in the industry inspire me to be a better version of myself. Having caught a glimpse behind the scenes of his work as the Chief Creative Officer of Burberry, I can see how he stays true to the brand’s legacy. He is also very young. A very inspirational and respectable person.  

What’s your favourite piece from the Burberry Winter 2024 collection and why? 

I love all the check pieces. I think it’s interesting to see the brand’s heritage reimagined and presented on the runway in a very modern manner.