Following the news that Burberry has appointed Daniel Lee as its new chief creative officer, as Riccardo Tisci steps down;

Darcey Jupp, Apparel Analyst at GlobalData, offers her view:

“The appointment of Daniel Lee as creative director is a wise move by Burberry, as he successfully transformed Bottega Veneta into an aspirational brand popular among younger generations in just three and a half years. Lee should be able to transfer his ability to create sought-after products across to Burberry easily, as the British heritage brand has already been successful in targeting younger shoppers with its streetwear-infused designs under his predecessor Riccardo Tisci.

“Daniel Lee’s sudden departure from Bottega Veneta in November 2021 was unexpected and shrouded in mystery, with numerous reports emerging of Lee being a difficult designer to work alongside. Burberry is likely aware of this, and the risk involved with bringing Lee onboard, however it is certainly a risk worth taking if he can help to create viral products and maximise growth for the brand, just like he did at Bottega Veneta.”