Riccardo Tisci leaves after five years as chief creative director Burberry officials, the British company announced today. His last show for the brand was on Monday and he has been rescheduled from London Fashion Week due to the Queen’s funeral. Daniel Lee, former creative director of Bottega Veneta, will succeed Tisci at the British heritage brand on October 3rd.
“I am delighted that Daniel has joined Burberry as our new Chief Creative Officer. Daniel is an exceptional talent with a deep understanding of today’s luxury consumer Uniquely understood, and with great commercial success, his appointment strengthens our ambitions for Burberry,” Akeroyd said in a press release. “I am delighted to work closely with him and I am confident that with the support of our talented and experienced team, he will produce our goals in the next phase.”
Tisci’s appointment at Burberry reunites him with then-CEO Marco Gobbetti, who held the same role at Givenchy during the designer’s tenure. Under his leadership, Tisci added more international flair to Burberry and re-engaged millennials and Gen Z fans. But Gobbetti left Burberry last June. (He is now with Ferragamo.) Akeroyd, the former Versace, was named Burberry’s new CEO last October, a role he started in April.
After being interrupted by the corona crisis, Tisci Burberry failed to lift that brand as much as LVMH-owned Givenchy took the helm. Timing is tough, but Tisci is also fighting genre. His predecessor Christopher Bailey embraced and extrapolated Burberry’s storied heritage; each collection is a love letter to Britain. Born in Italy, Tisci is more of an outsider on the label despite his Central Saint Martins training. His run at the brand also intersects with Brexit, which could complicate the job of selling Burberry’s British identity to the world.
Nevertheless, he was successful at Burberry. He immediately became attached to design legend Peter Saville (best known for his New Order album) and redesigned the brand’s logo, adding the T for Thomas to the famous Burberry B. The company’s use of fur on his watches ended, as did the controversy and the harmful environmental policy of burning unsold merchandise. The campaign launched by Adam Driver for Tisci’s first Burberry fragrance for men, Hero, is an unmissable viral phenomenon.
British Lee left Bottega Veneta abruptly last November. The exit drew attention – he had amazing success there, especially with accessories – but the breakup was declared a “mutual agreement”. Hopefully he can recreate the heat he created with the Kering brand at his home in London. He will present his first collection for the brand at London Fashion Week next February.
“I am honoured to join Burberry as Chief Creative Officer. Together with the team, we will write an exciting new chapter for this legendary British luxury brand , continuing its legacy and building on Riccardo’s legacy. I am delighted to be back in London, a city that championed pioneering creativity and continues to inspire me.”