LONDON — Burberry’s British summer time.

The British fashion brand is taking its signature checks to the beach in Daniel Lee’s debut swimwear campaign shot and filmed by Tyrone Lebon.

The campaign features Alex Schlab; Angelina Kendall; Candace Demers; Ishmael Auguiste; Kaedon Baxter; Matheus Mesquita; Sophie Alice; Tess Carter, and Tianna St. Louis on a beach, with some swimming within the water, others sunbathing and on a ship.

Burberry’s Equestrian Knight Design features throughout the campaign in white and electric blue for the black-and-white images. The design was last utilized by the brand’s former chief creative officer, and Lee’s friend, Christopher Bailey.

The unique design, which shows a knight in Burberry livery galloping on a horse, was the winning entry of a public competition to design a latest logo around 1901. 

The design features the Latin word “prorsum,” which implies “forward,” and was introduced by then-chief executive officer Rose Marie Bravo and artistic director Roberto Menichetti and subsequently used usually by Bailey when he was in charge.

Checked bikinis, briefs, shorts, robes, towels, bucket hats, beach bags and life jackets take center within the campaign excluding a black bikini with a checked trim outline.

The campaign’s short film features an original rating by Vegyn, who’s famed for his work on Frank Ocean’s “Blonde” and “Limitless.” 

Lee worked with Lebon on his debut creative images for Burberry ahead of his runway debut. The collaboration spotlighted homegrown talent including Vanessa Redgrave, Shygirl, Skepta and the English footballer Raheem Sterling set against the backdrop of Trafalgar Square, home of the National Gallery and Nelson’s Column, and Albert Bridge, named for Queen Victoria’s husband, Prince Albert. 

In November last yr, Burberry reported a strong first half, with revenue and profit each rising within the double digits at reported exchange driven by leather goods sales and the weaker pound.

The brand new CEO Jonathan Akeroyd also set out a series of punchy targets. His ambition is for revenue to grow to 4 billion kilos within the medium term, and 5 billion kilos in the long run, at constant exchange rates, and with “good” margin progression.

In the primary half ended Oct. 1, revenue rose 11 percent to 1.35 billion kilos at reported exchange, boosted by the weaker British currency. At constant exchange, revenue rose 5 percent year-on-year.

Adjusted operating profit was up 21 percent to 238 million kilos at reported exchange, and 6 percent at constant rates. Profit for the six-month period rose 33 percent to 193 million kilos at reported exchange.

Shares were up 1.8 percent to twenty.38 kilos in late-morning trading on the London Stock Exchange.

Sales of leather goods were up 11 percent in the primary half, with the Lola bag now a bestseller. Sales of outerwear rose 3 percent within the six-month period.

Lee’s fall 2023 collection will hit the shops later this yr, where he injected vibrant colours into the brand with purples, reds, yellows and yellows — signaling that the Burberry’s beige days are over.

The show was the talk of the town between buyers.

“Burberry was one in all the clear favorites. Seeing the brand’s heritage mixed in with Daniel Lee’s revolutionary design approach and his strong use of color was really exciting,” Tiffany Hsu, vice chairman of womenswear and kidswear fashion buying at Mytheresa, told WWD.

Simon Longland, director of shopping for, fashion, at Harrods, agreed. 

“Burberry made a robust statement of his vision for the brand and interpretation of recent Britishness, and it was great to see a bolder, richer color palette coming through and adapting seamlessly to the brand’s iconic codes,” he said.