Now, we're not saying that you've been wearing Burberry wrong; there's no one way to wear a brand. But there is this notion that a heritage British brand like Burberry should only stick to the classics. And while that may be true for its core offerings of tried-and-tested and dependable trench coats as well as other outerwear designed for form and function, Burberry's more fashion-forward pieces should be, well, fashion-forward.
Chief creative officer Daniel Lee has been balancing that act for three years now. The collections thus far have been built on this foundation of Burberry classics and signature motifs that he's then twisted and tweaked and reshaped into his vision of what contemporary fashion means for the brand today.
Newly appointed brand ambassador Seungmin of South Korean group Stray Kids has been fully embodying Burberry for the now. Currently embarking on the group's world tour, Seungmin has already been spotted in a couple of Burberry looks that challenge the perceptions of the brand's aesthetics.
While in London for the two-night stop of the <dominATE> tour in the city, the vocalist was dressed in Burberry (as one should). The first was a clever mash of two Burberry Check pieces—a shirt matched with a silk tie in a slightly brighter hue and adorned with a bigger checkered pattern. There was a decidedly 2000s-inspired way to how they were worn too, with the tie tied in a simple method and left intentionally loose around the shirt's open colour. It was rakish and undeniably cool; this was definitely not how our dads would wear these two checkered pieces together. To ground the look together and emphasise on the more casual slant of the entire fit, Seungmin wore ripped denims in a light wash.
The second concert outfit was a Burberry custom, and easily one of his more impressive looks by the brand thus far. If the previous served a more relaxed take on Burberry, the custom look was made for the stage. The Burberry Check was treated to resemble almost like lightweight flannel on a sleeveless shirt and trousers before being drenched in Swarovski crystals and sequins. The embellishments highlight the Burberry Check, visually reiterating the lines formed by the pattern. A Swarovski crystal mesh vest worn as an inner layer as well as the brand's hiking boots-inspired footwear complete the fit.
Burberry may be famed for its trench coats, but how Seungmin has been wearing the brand shows that it shouldn't be limited only by its timeless appeal. And here's hoping that the custom embellished look inspires Lee to recreate iterations of it in a future collection. We could all do with a little sparkle in our lives.
