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Burberry announces Yorkshire-born Daniel Lee as its next creative director

New man: Burberry has revealed that Daniel Lee (pictured) will replace Riccardo Tisci as the next creative director

Luxury fashion brand Burberry announces Yorkshire-born Daniel Lee as its next creative director

  • Lee was creative director of luxury brand Bottega Veneta from 2018 to 2021
  • Burberry shares rose the most of any FTSE 350 group on Wednesday morning

New man: Burberry has revealed that Daniel Lee (pictured) will replace Riccardo Tisci as the next creative director

New man: Burberry has revealed that Daniel Lee (pictured) will replace Riccardo Tisci as the next creative director

Fashion house Burberry has revealed that Daniel Lee will replace Riccardo Tisci as its next creative director from early next week.

Tisci, 48, has overseen a transformative but tumultuous time at the British garment powerhouse since becoming chief creative officer four years ago, after spending more than a decade in the same role at Givenchy .

Meanwhile Lee, born in Bradford, Yorkshire, was a virtual unknown outside of the fashion world before becoming creative director at Italian luxury brand Bottega Veneta from 2018 to 2021.

He helped reinvigorate the business by introducing accessories like the “pouch” clutch, which became the best-selling bag in its history and was adorned by models Kylie Jenner and Rosie Huntington-Whiteley.

When Tisci joined Burberry, the Italian – who just presented the latest Burberry collection at London Fashion Week – immediately made his mark by introducing a new logo that paid homage to the company’s founder, Thomas Burberry.

He ended the use of fur in the group’s clothing, expanded his lines of sportswear and streetwear, focused on appealing to younger audiences and launched campaigns involving personalities. like supermodel Gisele Bündchen.

But the group was toppled by the pandemic, causing a massive global downturn in the apparel sector as consumers stayed home and high-end hotel events were cancelled.

Trade picked up as lockdown restrictions eased, but sales in China, one of Burberry’s biggest markets, have been hit hard this year by the country’s zero-Covid policy.

Demand outside of mainland China continued to recover, however, with sales of leather goods and outerwear growing double-digit percentage in the first quarter on strong demand for its line of handbags. hand Lola, jackets and rainwear.

Cool: Burberry shares topped the FTSE 350 on Wednesday morning after it was announced that Daniel Lee would become the new creative director

Cool: Burberry shares topped the FTSE 350 on Wednesday morning after it was announced that Daniel Lee would become the new creative director

Burberry chief executive Jonathan Akeroyd said Tisci had “enhanced our creative language, modernized and improved our product offering and brought a new generation of luxury customers to our brand”.

He added that Lee was “an exceptional talent with a unique understanding of today’s luxury consumer and a strong track record of commercial success, and his appointment reinforces the ambitions we have for Burberry.”

At Bottega Veneta, the brand has revived block heel shoes, replaced monthly fashion shows with private “Salon” events and launched a digital diary after its social media accounts were shut down.

Bottega Veneta’s sales increased significantly during Lee’s relatively short tenure, rising from around 1.2 billion euros in 2019 to more than 1.5 billion euros two years later.

It was one of the few luxury fashion houses owned by French conglomerate Kering, whose brands include Gucci, Alexander McQueen and Balenciaga, to report an increase in sales in 2020.

Following the announcement of Lee’s appointment this morning, shares of Burberry Group topped the FTSE 350 index, rising 3.3% to 1,740.5p.

His arrival comes just days after Burberry announced that Julie Brown would step down as chief operating and finance officer in April next year.

Brown will serve as chief executive of GlaxoSmithKline, making the pharmaceutical company the largest London-listed company with a female boss.

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