Models present creations during the Burberry catwalk show at London Fashion Week in London in 2020. Under outgoing creative head Riccardo Tisci the British brand has struggled, prompting a reshuffle that has seen Daniel Less hired as chief creative officer. Photo: Reuters
Models present creations during the Burberry catwalk show at London Fashion Week in London in 2020. Under outgoing creative head Riccardo Tisci the British brand has struggled, prompting a reshuffle that has seen Daniel Less hired as chief creative officer. Photo: Reuters
Burberry

Why Burberry hired Daniel Lee as its new creative head: the former Bottega Veneta and Celine designer hopes to turn around the British brand’s ‘lacklustre’ sales under outgoing Riccardo Tisci

  • Incoming chief creative officer Daniel Lee will present his first Burberry show at London Fashion Week in February, and arrives after less than four years helming Bottega Veneta
  • The British designer takes over from Riccardo Tisci, whose logo-heavy, five-year term ended suddenly amid talk of Burberry’s ‘lacklustre’ sales and poor social media presence

Models present creations during the Burberry catwalk show at London Fashion Week in London in 2020. Under outgoing creative head Riccardo Tisci the British brand has struggled, prompting a reshuffle that has seen Daniel Less hired as chief creative officer. Photo: Reuters
Models present creations during the Burberry catwalk show at London Fashion Week in London in 2020. Under outgoing creative head Riccardo Tisci the British brand has struggled, prompting a reshuffle that has seen Daniel Less hired as chief creative officer. Photo: Reuters
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