Daniel Lee will go to Burberry

Just two days after Riccardo Tisci presented his solemn Burberry show, the British brand announced that Daniel Lee would be joining the 166-year-old company. This rapidly confirms the rumours circulating then that it would be Mr Tisci’s last show. Daniel Lee’s name was repeatedly mentioned as the likely replacer. Such gossip rarely is mere chatter, not when journalists were sharing the speculation via Twitter and newspapers were reporting on the possibility of new employ with such fervour. Burberry had earlier refused to comment on what they consider to be speculative talk. Mr Lee now takes over as the brand’s chief creative officer, a position Mr Tisci held close to five years.

According to eager media reports, the new guy will take his post on 3 Oct (next Monday), which means his predecessor will have to clear out of his office this week. The appointment must have been confirmed at least a month ago, or around the time WWD broke the news of the possible new hire, quoting “industry sources”. Burberry CEO Jonathan Akeroyd who picked Mr Lee, said via a statement, “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.” That sounds similar to what the former CEO Marco Gobbetti, who hired Mr Tisci, said of the latter in 2018: “He is one of the most talented designers of our time. His designs have an elegance that is contemporary and his skill in blending streetwear with high fashion is highly relevant to today’s luxury consumer. Riccardo’s creative vision will reinforce the ambitions we have for Burberry.”

It is not known either if Mr Tisci chose not to renew his contract, which expires next year, or if he decided to leave now, rather than finish what could be his final season

There is no mention of why Riccardo Tisci decided to leave (no euphemistic reasons such as pursuing other interests). Was he asked to? It is not known either if Mr Tisci chose not to renew his contract, which expires next year, or if he decided to leave now, rather than finish what could be his final season. Mr Gobbetti and Mr Tisci are both Italians. They were colleagues at Givenchy, where the former was its chief executive. The designer—then relatively unknown—was hired in 2005 to join the French house. It is possible that the new CEO at Burberry wishes to work with someone of his own choosing, rather than inherit a name much associated with the previous top guy. The international press is also of the view that Mr Tisci’s hyper-modern, street-savvy, definitely sexy style, while appealing to younger customers (really? What about middle-aged politicians?), kept their long-time fans, particular those deemed unadventurous, away. Or, was it because Mr Tisci’s unduly expressive designs were just not luring shoppers into Burberry stores?

Looking at what he had achieved, Daniel Lee had a more measured approach at Bottega Veneta that balanced appreciable shapes with sensuality. However, his tenure—just three years—did not provide enough of the salient for us to make out a definitive, bankable style, although, to be certain, his bags, including standouts the Pouch and the Cassette, were refreshingly huggable in the wake of more structured luxury ones that followed the ‘It’-bag years. But, was influencer excitement around the brand sufficient? Mr Lee was born in Bradford, a wealthy city in West Yorkshire, England, where, interestingly, Burberry trenchcoats are manufactured. Before his breakout appointment at BV, he was a “protégé” at Céline, with a résumé that included stints at Balenciaga, Maison Margiela, and Donna Karan. It is often said that he “revived” BV, as if he had plucked it from the clutches of doom. Now, back on home turf, is he expected to bring about another such restoration to Burberry’s lost cool and pull? Let’s see. It’d be fascinating.

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