So what is this stardust that’s made Burberry cool again? Who or what has managed to single-handedly erase the checkered past? A past almost as checkered as the inside of a Burberry trench.
Step forward Mr. Christopher Bailey: the man with the magic fingers that not only create fabulous fashion design but have helped to re-imagine Burberry as the innovative label that it once was.
With previous stints as head designer at Donna Karan and Gucci, Bailey has been Creative Director of Burberry since 2001 and was recently named Chief Creative Officer, in recognition of his phenomenal contribution to the brand since joining the company eight years ago.
It seems fitting that Bailey has been awarded this prestigious title, seeing as his position ranges far wider than fashion designer. His vision was applied to the Burberry HQ in London and the newly opened headquarters in New York, the launch party of which saw resident fashion IT girl Alexa Chung DJ and celebrities such as Orlando Bloom and Kirsten Dunst mingle with the transatlantic fashion glitterati.
In short, Bailey oversees Burberry as a whole – from be-trenching Emma Watson for their latest advertising campaign to creating the vibe of the stores and orchestrating their online presence – and has managed to erase the less illustrious part of Burberry’s history that cropped up routinely.
We all remember Daniella Westbrook decked out from head-to-baby in Burberry check, and the check baseball cap that became the uniform of the newly named ‘chavs’ in the noughties. A blip in Burberry’s impressive history, a few decades of ‘check abuse’ and it’s easy to forget the origins of the Burberry name and the incredible longevity of a brand started during Queen Victoria’s reign.