It’s official: Burberry has replaced Riccardo Tisci with Daniel Lee as Chief Creative Officer.
The ex-Bottega Veneta creative director is known for revamping the Italian house, combining his key understanding of brand identity and the Gen Z consumer to effectively revive Bottega Veneta in recent years. Since his appointment in 2018 through to his departure late last year, Lee’s “New Bottega” had the fashion industry in a chokehold.
Whilst some of Tisci’s unconventional marketing (like advertising Burberry’s Lola bag through niche TikTok accounts) sparked interest, Lee’s time at Bottega proved that he knows how to market a brand. His somewhat unusual tactic of removing the fashion house from all social media generated noise, for good and bad.
The recent Burberry show in London just a few days ago felt like a fitting farewell, too: the house drew huge names on the catwalk (Bella Hadid, Naomi, Irina Shayk) and off it (Ye, Anna Wintour etc), with a collection that drew inspiration from the British seaside.
Speaking on his new appointment, Lee has commented that he is “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.”
With Tisci’s contract set to end in 2023 anyway, it seems Burberry have wasted no time (nova) checking this job vacancy off their to-do list.
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