Christopher Bailey, Burberry Creative Director answers some questions
I found myself in Trinity College today at a Philosophical Society meeting where students and a few of us from the world of fashion gathered to hear Irish Times Fashion editor Deirdre Mc Quillan in a question and answer session with Burberry Creative Director Christopher Bailey. What followed was a hugely interesting and enlightening hour where a very relaxed and gentle mannered Mr Bailey gave us some insight into the world of Burberry. That iconic British Brand which is now truly global. due in most part to the direction that Christopher Bailey has taken it since taking up the position in May 2001.
He is responsible for the design of all the collections and product lines as well as all the retail stores. Basically everything that we see as Burberry. That sounds pretty daunting to me but CB seems to take it in his stride and explained that Burberry is 150 years old with a story to tell and it’s that story that he sees as being most interesting. He said that his roll was like ‘holding the key to a beautiful castle’. Explaining that he always wants to move forward and at the same time lives very much in the moment. He doesn’t believe in personal planning yet said he works with teams of people and within these teams rigid planning is key.
Coming as he explained from a working class Yorkshire background with no aspirations to be in the world of fashion but always with an appreciation of the aesthetic. A lover of buildings, art and geology he was headhunted by Donna Karan when she visited his art college and offered him a job on completion of his degree. Of Donna Karan he said she was an amazing person to work with. He worked with DK as womenswear designer from 1994-1996. Tom Ford who at that time wasn’t well known approached him and impressed him and he moved to Senior Womenswear designer at Gucci (where ‘I put G’s on everything!)
When asked by Deirdre Mc Quillan whether he though Britishness sells he answered ‘ I think you have to be careful it doesn’t become cliche’ Burberry is divided into three global areas, Europe, Asia and the rest of the world. The global and inclusive aspect of the company was a theme that CB kept coming back to. He said ‘ I want it to be young, of the moment and to appeal to different types of people. When you are global your imagery has to talk to every culture and to all people’.
On the subject of the use of celebrities he talked very passionately about building respectful relationships and said ‘I love that collaberation’. ‘I’m working with Emma Watson, she is very bright, she loves fashion and she is beautiful, she’s a perfect example’. I asked about the recent picture of Saoirse Ronan in Burberry at a very recent movie premiere and whether he is working with her to which he answered an emphatic yes.
On the new digital world Christopher Bailey had plenty to say,’ right now we are a very dynamic organisation and very flexible. Digital is the right way now and we can do it.’ Responsible for the ‘Art of The Trench’ and embracing the new digital age and social media CB said that people were sending in stories and pictures and ‘ we want to develop communities’. Burberry isn’t all about commerce and selling it’s about a heritage, a story and much more than a fashion business.
When asked by DMq about the changing face of retailing and which way he thought it was going he answered that there isn’t one formula. The department stores that are doing it right are moving as quickly as they can but, ‘it is very difficult for the big players’ ‘ On line shopping is going to take over the world’. There still has to be speciality stores and the Burberry shops are central but that’s why it’s so important to build emotive websites.
On fakes and copies CB differentiated the two very clearly. Fakes are just that and wrong but high street stores such as Top Shop who copy design but give something back he had praise for. He mentioned his respect for Philip Green and especially his backing of young designers.
Quality is a very important part of the Burberry ethos with cashmere Burberry scarves still being produced in Scotland. On ethical issues CB said that it wasn’t always simple but that for example in the new Burberry headquarters no one has a waste basket under their desk and has to take waste to be recycled (he chuckled that he was a bit of a dictator) and that there were two printers on each large floor necessitating people to go to the printer. 32 tons of paper had been saved by his refusal to print brochures and leaflets and where fur is used (sparingly) animal welfare is of utmost importance
I left Trinity on a high, feeling that if I was young and enthusiastic looking to a career in the world of Fashion I would be happy to take a job emptying those bins for Burberry in the hopes that I might get noticed by Christopher Bailey and move slowly up a wonderfully energising and dynamic career ladder.







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