Christopher Bailey joined Burberry as design director in 2001. He quickly established himself as a creative force, helping spur the company’s booming resurgence in the decade that followed. When former CEO Angela Ahrendts decamped to Apple last year, her replacement was obvious, if somewhat unorthodox: Bailey, the designer, got the top job. Recently, Bailey sat down with WIRED editor in chief Scott Dadich to talk about his new role and how he hopes to push Burberry forward.
“I took on this role because design and creativity is the soul of what makes Burberry tick,” Bailey says. But today, that goes beyond a finished bag or trench coat. Bailey notes how new digital platforms have allowed Burberry to better tell the stories behind its products—and to open lines of dialog with consumers.
“It’s almost like a boomerang,” he explains. “We send something out into the world, it gets translated in bazillions of different ways…different cultures, different approaches to dressing. Then it gets posted, and then it comes back to us and inspires us.”
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