Bailey Leaves Behind His Burberry Legacy
After 17 years at the helm of Burberry, Christopher Bailey takes his final bow for the brand during London Fashion Week. During his tenure at the luxury label, Bailey has received a number of accolades for transforming the once classic label into a fashion powerhouse that has constantly been at the forefront of industry changes.
Lauded for his ability to foresee the digital effects that technology would have in fashion, Bailey restructured the brand and led many innovative campaigns making use of social media tools such as Instagram, Snapchat and Apple Music. Not only has Bailey successful infused technology into the company, where many brands have yet to perfect this formula, but he also took lead on the see-now-buy-now movement, shaking up the traditional fashion calendar to adapt to changing consumer practices.
Bailey has proved his ability to innately understand the consumer, under his leadership; the Burberry aesthetic has changed significantly while remaining true to its heritage. His most recent collections have received critical acclaim and Bailey, never shy to try new things, have collaborated with other designers to maintain the brand's strong positioning as a fashion leader.
Last year, Bailey brought back the Burberry check. Despite its heritage and legacy within the storied brand, the check had been a touchy point for the label, as it's over exposure diluted its luxury appeal and became associated with 'chavs'. Since its slump in the early 2000s, Burberry has been careful utilising its signature check, but with the 90s revival, Bailey breathed new life into the classic design. For his last season, the cheque was reintroduced and unveiled in a new rainbow design in support of the LGBTQ community. Under a laser lit show, Bailey waves goodbye to the British brand, his next moves yet to be determined.