Burberry appoints new Chief Creative Officer

Burberry appoints Daniel Lee as new Chief Creative Officer.

Burberry, the British luxury fashion house established in 1856 by Thomas Burberry and headquartered in London, announced that fashion designer Daniel Lee has been appointed Chief Creative Officer. Daniel will join Burberry on Monday 3 October 2022. He will be based at Burberry’s headquarters in London and report to Chief Executive Officer, Jonathan Akeroyd.

Riccardo Tisci  leaving Burberry at the end of this month.

Riccardo has decided to leave after almost five years, during which he spearheaded Burberry’s creative transformation. Under his creative leadership, the British luxury brand re-energised its brand image, introducing a new visual identity and reviving the Thomas Burberry Monogram. Burberry also modernised and elevated its product offer, attracting a younger, more diverse and fashion-forward community of customers, and aligned the customer experience to its luxury positioning. Riccardo’s Spring Summer 2023 collection, presented this week in London, was his last for Burberry.

Jonathan Akeroyd, CEO, commented: “Riccardo has played a pivotal role in repositioning Burberry. He has enhanced our creative language, modernised and elevated our product offer and brought a new generation of luxury customers to our brand. On behalf of everyone at Burberry, I would like to thank him for his creative leadership and wish him the very best for the future.”

Riccardo Tisci said: “Burberry is a very special place with a magical past and a very promising future. The chapter I was asked to write in its long story is one that I am incredibly proud of and one I have decided would culminate with my show on Monday. I thrived to continue a legacy of innovation, and consistently championed for creativity and diversity, in order to always keep Burberry moving forward. I want to thank my teams, past and present, and the army of collaborators and friends who helped me write a chapter that I hope will stay in Burberry’s future for years to come.”

Gerry Murphy, Chair, commented: “The Board and I are grateful to Riccardo for his inspiration for Burberry’s transformation. We will build on this creative platform during the next phase of Burberry’s evolution under Jonathan’s leadership.”

Born and raised in Bradford, England, Daniel Lee is an award-winning designer and one of the most exciting British creative talents of his generation.

From 2018 to 2021, Daniel served as Creative Director at Bottega Veneta, where he helped reinvigorate the Italian luxury brand. He was previously Director of ready-to-wear design at Celine, which he joined in 2012, and he has also worked at Maison Margiela, Balenciaga and Donna Karan.

In his new role, Daniel will oversee all Burberry collections. He will present his debut runway collection at London Fashion Week in February 2023.

“I am delighted that Daniel is joining Burberry as our new Chief Creative Officer. Daniel is an exceptional talent with a unique understanding of today’s luxury consumer and a strong record of commercial success, and his appointment reinforces the ambitions we have for Burberry. I am excited about working closely with him and I am confident he will have the impact we are aiming for in this next phase, supported by our talented and experienced teams.” – Jonathan Akeroyd, CEO.

 “I am honoured to join Burberry as Chief Creative Officer. Together with the team, we will write the exciting next chapter for this legendary British luxury brand, continuing its historic heritage and building on Riccardo’s legacy. I am very excited to be returning to London, a city that champions pioneering creativity and that continues to inspire me.” Daniel Lee.

BURBERRY REVEALS ITS AUTUMN/WINTER 2022 CAMPAIGN

Burberry reveals its Autumn/Winter 2022 campaign, capturing the power of community as models come together in their individuality. Spotlighting the collection’s themes of belonging under the bright LA sun, the bold images and film harness the power of self-expression to forge togetherness.

Building upon the house’s code of duality, the campaign is a study of different identities. Elevated studio shots for the womenswear collection and candid outdoors shots for the menswear collection come together to present a daring recombination of distinct Burberry codes and a fresh proposition for the future.

Burberry’s Chief Creative Officer Riccardo Tisci reconnects with photography duo and friends of the brand Inez and Vinoodh to further explore his avant-garde approach to the house, whilst stylist Lotta Volkova brings definition and a new perspective to the attitudes expressed throughout the collections.

Offering a playful twist on tradition in a reconstruction of heritage, the classic women’s trench is recreated as a voluminous strapless gown with signature details, whilst car coats are enlivened with chain-link elements. Across womenswear, waxed cotton coats and field jackets are presented alongside vintage-inspired floral lace corset tops in candy pink and red with matching pleated skirts, black leather bodysuits and skirts. The Lola bag also features in the campaign, celebrating the heritage of the brand and its founder, Thomas Burberry.

For menswear, a hooded duffle coat in dark umber is reconstructed with exaggerated leather straps and trims, whilst tailored high-waisted trousers are layered over polo shirts and cotton poplin shirts are coupled with floor-grazing skirts in diamond-quilted fabrics.

Burberry FW 2022 campaign features members of The Compton Cowboys, a Black-owned LA-based non-profit organisation. As part of their partnership, Burberry will provide a donation to support the organisation’s mission to uplift local African-American communities by combatting stereotypes and building lasting skills through equestrianism and a connection to the outdoors.