Christopher Bailey has been promoted from creative director to chief creative officer at Burberry. He joined the company in 2001 and has been pivotal in steering it back towards success after it became the label du jour of the Chav culture and WAG world. Who can forget those photographs of Daniella Westbrook and her baby in head to toe Burberry print? Although cringe-worthy to most those photos encouraged hundreds of imitations of the great British classic beige print, from hats to dog baskets and even acrylic nails!
Bailey has been credited with transforming the brand back into a global label. A huge part of this transformation has been the reduction in the visibility of its distinctive check pattern. Burberry returned to London Fashion Week in 2009 after a ten-year absence and featured mainly muted pastel colours, only handbags gave a nod to the check. The latest advertising campaign featuring Emma Watson has also given the brand a lift, with her sophisticated and classic English looks, she is the complete antithesis to the perma tanned chav followers of 2000.
Speaking of Bailey’s new role, Angela Ahrendts said “the Burberry brand today is more cohesive than at anytime in the company’s history owing much to the clarity, consistency and purity of his amazing vision.”
In June of this year Bailey was awarded an MBE (Member of the Order of the British Empire) by Queen Elizabeth for services to the fashion industry. No doubt there are many more awards to come as he continues in making Burberry a global successful brand.
