Island Living

Burberry hit the shores of Jamaica for their summer campaign
By Barry Pierce | Fashion | 12 March 2024

For Burberry’s Summer ’24 campaign, the British house headed to the shores of Jamaica, bringing a cast of familiar faces and new model recruits along with them for the ride. Photographed by Tyrone Lebon, the campaign captures a sense of summer outdoor living, something we could all do with during this rainy March.

Building upon the foundations of Burberry’s heritage, many well-known signifiers feature across the garments and accessories. The knight clip, shield and ‘b’ buckles are prominent in the prints, whilst English garden flowers and summer fruits are printed or embroidered.

Interestingly, we see lots of outerwear featured, but these trenches are transformed for warmer climes in a light gabardine, evoking a sense of easy elegance. New bag silhouettes 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,” Daniel Lee says of the campaign. “My youth in Northern England and adulthood in London has been surrounded by creativity and diversity – our biggest pride in modern Britain.”


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