Stories on fashion and luxury you won't read elsewhere

Burberry needs a new creative direction – whatever the brand says

By Astrid Wendlandt
14/11/21
Burberry needs a new creative direction – whatever the company says
Burberry had some bad news this week. First, Chairman Gerry Murphy said the arrival next year of new CEO Jonathan Akeroyd did not signal “any major strategic shift.” Then he indicated that Riccardo Tisci would stay on as Burberry’s creative director. That is not what industry analysts expected or wanted to hear. There is a clear consensus among fashion specialists that Tisci is not the right designer to help Burberry reach its full potential and embark on a sustainable growth path.

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