Burberry Is Bringing Back Prorsum, Unveils New Brand Logo

Here’s everything we know about the heritage house’s new direction under Daniel Lee.

Photo: Tyrone Lebon/Courtesy of Burberry

Anticipation is high for Daniel Lee‘s debut collection as the new creative director of Burberry. Ahead of the Feb. 20 show, the brand wiped its social media clean, before rolling out a new campaign — the first of the Lee era — and dropping some exciting news.

Back in December, Lee told Vogue Runway that “Burberry flies the flag for Britishness and for the UK and for culture. So, we have to use our platforms because we have a responsibility to communicate those things.” The designer stayed true to his word, tapping British photographer Tyrone Lebon to capture his first campaign for the brand — starring John Glacier, Shygirl, Vanessa Redgrave, Lennon Gallagher, Liberty Ross, Raheem Sterling and Jun Ji-hyun — between iconic London landmarks like Trafalgar Square and Alberet Bridge.

The imagery does reveal two big developments of the Lee era. The first is an updated logo, which reinstates the equestrian knight as Burberry’s official calling card. (According to Vogue Business, the equestrian logo was created in 1901, but discontinued in 2018 under Riccardo Tisci, who swapped it for a “TB” monogram, for founder Thomas Burberry.)

The knight holds the second revelation: He carries a flag that says “Prorsum,” (latin for “forward”) and the name of a diffusion line that was a Burberry signature throughout the 2000s and early 2010s, especially under Christopher Bailey. Burberry Prorsum was discontinued in 2015 and absorbed into the main line — however, in honoring the heritage house’s roots, it seems Lee is bringing it back.

As we prepare for Lee’s Burberry debut at London Fashion Week, check out his first full campaign for the brand below.

Photo: Tyrone Lebon/Courtesy of Burberry