Burberry summer campaign opts for sunny Jamaica

Burberry’s big focus these days may be on its Britishness, but when it comes to summer campaigns, the soggy streets of London won’t do.

This time, the brand decamped to Jamaica for a Summer 2024 “exploration of lightness and sensuality”. The series of portraits, shot on the Caribbean island “capture a sense of summer outdoor living”.

But the British connection remains key and the choice of Jamaica also reflects the multicultural nature of Britain today. 

Meanwhile the company is focusing on both its heritage items and own products. 

Burberry said its “icons evolve. Built upon the foundations of our brand heritage, signifiers feature across garments and accessories. The knight clip, shield and ‘b’ buckles are prominent in print; English garden flowers and summer fruits are printed or embroidered. Trench coats are reimagined for summer: gabardine is light, evoking a sense of easy elegance – belted at the hip or oversized”.

Meanwhile, the new bags Horn and Swan are introduced while Snip, Knight and Shield return.

“Shooting our summer campaign in Jamaica was an obvious choice as we celebrate the rich culture and influences that make up Britishness today. My youth in Northern England and adulthood in London has been surrounded by creativity and diversity – our biggest pride in modern Britain,” said Burberry’s creative chief Daniel Lee.

The cast of the campaign is also very diverse and includes Abi’Gail Lloyd, Chey Carty, Damany Gayle, Drucillah Campbell, Finley Prentice, India Rawsthorn, Jaden, Kai Newman, Karen Elson, Malachi Sule, Mayowa Nicholas, Oisin Murphy, Peng Chang, Sang Woo Kim, Selah Mchail, Sheldon Shepherd, Sister Nancy, and Taylor Gordon Bruce.

Lee handled the creative direction while Tyrone Lebon was behind the camera for both the still images and film.