Daniel Lee is the new creative director of Burberry

The rumors were true: Burberry has chosen Daniel Lee as its next creative director, making the official announcement to the public and press after Riccardo Tisci's last show in London on Monday. Starting next Oct. 3, Lee will take up residence in the brand's London headquarters and work together with new CEO Jonathan Akeroyd. Lee's first collection for the brand will be presented at London Fashion Week FW23 next February. The announcement marks the return to the scenes of an enigmatic designer, who disappeared from the scene altogether last November after frictions with the upper echelons of Kering and gossip of singular behavior by the designer during his tenure at Bottega Veneta. 

According to CEO Ackeroyd, Lee owns. «a unique understanding of today’s luxury consumer and a strong record of commercial success». If Tisci's commercial success at Burberry has been objectively excellent, even after the difficult two-year pandemic, Ackeroyd's words hint that the CEO expects to give Burberry the same, almost miraculous revitalizing boost that Lee gave to Bottega Veneta years ago - effectively bringing it back into the spotlight and putting it on its current course that, under Matthieu Blazy, has made it the most anticipated appointment of Milan Fashion Week. It remains to be seen, however, what Riccardo Tisci's next assignment will be: some fairly persistent gossip speaks of his imminent return to Italy at the helm of a famous brand - but nothing is confirmed or official and, as often happens in the fashion industry, everything could change suddenly.