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 its next creative director

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

Tisci, 48, has overseen a transformative but tumultuous period at the British clothing powerhouse since becoming chief creative officer four years ago, having spent more than a decade in the same role at Givenchy.

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

It helped reinvigorate the company by introducing accessories such as the ‘pouch’ handbag, 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 native, who had just presented the latest Burberry collection at London Fashion Week, immediately made his mark by unveiling a new logo that paid homage to the company’s founder, Thomas Burberry.

It ended the use of fur in the group’s clothing, expanded its sportswear and streetwear ranges, focused on appealing to a younger audience, and launched campaigns featuring the likes of supermodel Gisele Bündchen.

But the pandemic sidetracked the group, triggering a massive worldwide recession in the apparel sector as consumers stayed home and luxury hospitality events were cancelled.

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

However, demand outside mainland China has continued to recover, with sales of leather goods and outerwear expanding by double-digit percentage levels in the first quarter due to high demand for its range of Lola bags, jackets and rainwear.

Great: Burberry shares rose the most on the FTSE 350 on Wednesday morning following the announcement that Daniel Lee would become the new chief creative officer.

Burberry CEO Jonathan Akeroyd said Tisci “enhanced our creative language, modernized and elevated 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.”

While at Bottega Veneta, the brand brought square heels back into fashion, replaced monthly fashion shows with private ‘Salon’ events, and launched a digital diary after shutting down its social media accounts.

Bottega Veneta’s sales grew significantly during Lee’s relatively short tenure, rising from around €1.2bn in 2019 to more than €1.5bn 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 increased sales in 2020.

Following the announcement of Lee’s appointment this morning, Burberry Group shares were the biggest gainers in the FTSE 350 Index, rising 3.3 percent to 1,740.5 pence.

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

Brown will take over as CEO of GlaxoSmithKline, making the pharmaceutical company the largest London-listed company with a female boss.