Daniel Lee Is Taking the Reins at Burberry

If you thought you heard a faint "Aha!" on the breeze early this morning, it wasn't just your imagination. It was the sound of fashion fans, editors, and other industry insiders around the globe reacting to the announcement that Daniel Lee has been named chief creative officer at Burberry. Formerly the creative director of Bottega Veneta, Lee was lauded by shoppers and peers alike for turning the Italian luxury brand into one of the most sought-after labels on the market thanks in no small part to smash-hit designs like the audaciously proportioned Puddle boot. He also turned Bottega's signature screaming green into a status symbol in and of itself. So it came as something of a shock when he abruptly parted ways with the company in 2021, after working there since 2018.

Now, the born-and-raised Englishman is heading to London to take the reins at a storied British brand as Italian designer Ricardo Tisci steps down after nearly five years in the role that Lee will now occupy. The shift is happening six months after the arrival of Burberry's new CEO, Jonathan Akeroyd, who, according to The New York Times, "has been vocal since his arrival earlier this year about his desire for greater emphasis on Burberry's Britishness."

"Daniel is an exceptional talent with a unique understanding of today's luxury consumer and a strong record of commercial success, and his appointment reinforces the ambitions we have for Burberry," Akeroyd said in a statement. "I am excited about working closely with him and I am confident he will have the impact we are aiming for in this next phase, supported by our talented and experienced teams."

Presumably, that next phase will focus less on the slick, international vibe that Tisci brought to bear during his time at the label and instead dig back into the heritage that previously informed so much of Burberry's output. The hope, it seems pretty clear, is that reinforcing that point of differentiation—that deeply held Britishness—will give Burberry an edge in a crowded luxury market and put it on a path to greater commercial success than what was achieved while Tisci and former CEO Marco Gobbetti were at the helm.

"Together with the team, we will write the exciting next chapter for this legendary British luxury brand, continuing its historic heritage and building on Riccardo's legacy," Lee said in a statement. "I am very excited to be returning to London, a city that champions pioneering creativity and that continues to inspire me."

You Might Also Like

• The 40 Best Hoodies to Wear Anywhere and Everywhere

• The Dirty Martini Deserves Legend Status

• This Eli Manning Sketch Is the Best Thing You'll See All Week