Can Burberry’s new creative director Daniel Lee make Britain cool again?

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His vision for the British luxury fashion house is intended to increase sales to £4b (S$6.45b)

Daniel Lee, the new chief creative officer of Burberry, unveiled his first runway show in London on Feb 20 , which is meant to help turn the British luxury brand into a £4bn business.

Daniel Lee at the end of the British fashion house Burberry fall/winter 2023 fashion show collection on the fourth day of the London Fashion Week, in London, on February 20, 2023. “It’s unique and helps us stand out in a crowded market,” the chief executive told investors in November. Out came the models swathed in mud-coloured trenchcoats trimmed with faux fur collars in petrol green, clutching hot-water bottles to their chests. There was a display of field jackets and trousers cut from summer-weight garbardine and a sturdy rose-print cotton brought back from the archive.

 

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