For the Burberry Fall 2024 ad campaign, Daniel Lee heads to the Lake District, where the landscapes and people of the UK and Ireland become the mood board for the sartorial portraits.

“We were inspired by the characters who wear Burberry, and the outdoors and landscapes that are part of the brand’s heritage,” Lee said in a statement. “The Lake District feels familiar, and it has a sense of adventure.”

The photos spotlight Burberry’s classic trenches, which appear here in moleskin, wool and leather, as well as field jackets with several layers and duffle coats lined with shearling. Kilts are done in Burberry Check wool, while double-breasted suits employ Savile Row tailoring. Bags draw inspiration from the label’s history: the Tent, for instance, is galvanized by Burberry’s fabled Equestrian Knight iconography, as is the Rocking Horse bag.

Pictured among the Lake District’s natural landscapes, Lee’s Winter 2024 color palette — deep browns, dark greens, signature beiges and custard creams — is right where it belongs.