Christopher Bailey

Christopher Bailey

Chief Creative Officer & Incoming Chief Executive, Burberry

With Angela Ahrendts, he transformed a staid British label into a coveted luxury megabrand with a focus on digital innnovation.

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United Kingdom Designers

With Angela Ahrendts, he transformed a staid British label into a coveted luxury megabrand with a focus on digital innnovation.

Biography

Burberry chief creative officer Christopher Bailey, along with chief executive Angela Ahrendts, has transformed the British trenchcoat maker into one of the most widely known luxury fashion houses in the world, reporting £1.99 billion in revenue in 2012. Bailey oversees the design of menswear and womenswear lines for Burberry Prorsum, Burberry Brit and Burberry London, as well as brand imagery for Burberry fragrances and Burberry Beauty.

Bailey has recast Burberry as a digital pioneer, by spearheading innovative digital campaigns like the ‘Art of Trench,’ with street style photographer Scott Schuman. Other initiatives include enabling customers to order product while watching Burberry’s runway shows and adding ‘smart personalisation’ tags to new season bags and coats that, when scanned in Burberry's stores, show videos of the products being made. The changing room mirrors within Burberry's flagship store on London's Regent Street can also scan and play the video clips.

Advertising has played an integral role in Bailey’s repositioning of the company. Celebrated photographer Mario Testino lenses Burberry campaigns, which have launched the careers of Lily Donaldson, Rosie Huntington-Whitely, Cara Delevingne and Edie Campell, and have included British actors Emma Watson, Eddie Redmayne, Felicity Jones and Sienna Miller.

Bailey cut his teeth working for Tom Ford at Gucci, where he was senior designer of womenswear from 1996 to 2001. Prior to his time at Gucci, he worked as a womenswear designer at Donna Karan for two years, where he first met Angela Ahrendts.

Career

  • Burberry
    Burberry

    Chief Creative Officer & Incoming Chief Executive May 2001 - Present, London, United Kingdom

  • Gucci
    Gucci

    1996 - 2001

  • Donna Karan
    Donna Karan

    1994 - 1996

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