AFRICAN L'HOMME
Burberry’s Spring/Summer 2024 campaign has made a striking debut, merging the worlds of high fashion and football. Under the creative vision of Daniel Lee, football stars Bukayo Saka and Son Heung-min stand out in the brand’s latest designs, alongside an array of global celebrities and models including Tems, Rachel Weisz, and Jourdan Dunn.
Set against the backdrop of London, the campaign features an eclectic mix of personalities, all styled in Burberry’s Resort 2024 collection. It’s a bold move that epitomizes the brand’s commitment to blending luxury fashion with the dynamic appeal of sports icons.
Bukayo Saka, known for his dynamic presence on the football field, was captured in a quintessential Burberry trench coat paired with a green, checked shirt, embodying classic British style with a modern twist. On the other hand, Son Heung-min, another football sensation, was dressed in a sophisticated houndstooth suit, showcasing a different facet of the Burberry aesthetic.
The inclusion of Saka and Son in the campaign follows their attendance at Burberry’s SS24 show this past September, where they appeared alongside Crystal Palace’s Eberechi Eze. Their presence at the show was a precursor to their starring roles in the campaign, highlighting Burberry’s ongoing strategy to integrate the worlds of sports and fashion.
Burberry’s move to incorporate footballers and other athletes into its luxury domain reflects a growing trend in fashion, where sports stars become brand ambassadors, bringing a fresh dynamic to the traditional notions of high fashion modeling. With this campaign, Burberry not only celebrates the convergence of different industries but also sets a precedent for more inclusive and diverse representations in luxury fashion.
This campaign is a testament to Burberry’s innovative spirit and its ability to stay ahead in the fashion world, seamlessly blending different cultures and backgrounds. It’s clear that the collaboration between the worlds of sports and fashion is just beginning, and we can expect to see more groundbreaking partnerships in the future.
