Daniel Lee officially becomes the new creative director of Burberry

No longer a rumor, Daniel Lee has been confirmed as Riccardo Tisci’s replacement as Burberry’s Creative Director. He will begin his first day at London headquarters on October 3, working with CEO Jonathan Akeroyd (also recently appointed) to bring the British heritage fashion house into a new era.

Daniel Lee officially becomes the new creative director of Burberry

New history page. The 36-year-old designer will oversee all of the brand’s fashion lines, including men’s, women’s and children’s wear. As expected, the Fall-Winter 2023 collection introduced in February next year at London Fashion Week will be Daniel’s debut collection for Burberry.

Daniel Lee is one of the youngest designers to ever run a long-standing fashion brand. In addition to Burberry and Bottega Veneta, his dreamy portfolio also features the likes of Maison Margiela, Balenciaga, and Donna Karan. In 2012, Daniel joined Céline and is in charge of the ready-to-wear line. Along with Phoebe Philo, he is credited as one of the people who revived the reputation of the French Maison.

During three years working at Bottega Veneta, the British designer has ushered in a revolution for the Italian fashion house with his silent luxury creativity. In particular, hit IT-Bags like Pouch and Cassette, items that almost every fashionista owns, is the work of Daniel Lee. Not only does he breathe in a fresh breeze, but he also emphasizes the brand’s illustrious tradition of craftsmanship by honoring the “intrecciato” leather weaving technique.

Despite being a “money-making tree” when bringing record sales to Bottega Veneta even during the COVID-19 pandemic, Daniel Lee was entangled in many rumors related to his working attitude. He is said to be difficult to communicate with, often puts pressure on employees, and has a habit of working “hell hours” that makes it impossible for others to keep up and results in a toxic working environment.

Coming to Burberry, Daniel is expected to bring the brand back to the true British spirit after the expeditions to test the international trends of his predecessor. Italian designer Riccardo Tisci has brought Burberry out of its comfort zone over the past five years as Creative Director.

He has driven the brand through many important milestones, including the explosion of the KOL market and the shift of a key customer group to Gen Z and Millennials. The “fevers” created under Riccardo Tisci can include the Olympia bag, Pocket, or TB Monogram motifs.

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