Elle Australia — May 2017

S

ince 2001, Christopher Bailey, the

famously nice designer with the still-

boyish looks and rolling English accent,

has rebooted Burberry as a brand

”—˜ — ˜› ꛜœǯ œ ’—ǰ ꛜ ˜ •’ŸŽȬ

œ›ŽŠ– œ‘˜ œ Š— Ž‹ž ›’‘Ȭ˜ěȬ‘ŽȬ›ž— Š¢

™›ŽȬ˜›Ž›’—ǻŘŖŖşǼǯ’›œ•˜‹Š••ž¡ž›¢‹›Š—˜

ŽŠž›Žȃ’—Ȭ ŽŽȄ™ž›Œ‘Šœ’—ǻŘŖŗŚǼǯ—ǰ•Šœ

Ž™Ž–‹Ž›ǰ ꛜ •ž¡ž›¢ ‘˜žœŽ ˜ Ž–‹›ŠŒŽ ‘Ž

—Ž ȃœŽŽ—˜ ǰ‹ž¢—˜ Ȅœ‘˜ œ›ŠŽ¢ǯŠ’•Ž¢ǰ

—˜  ŚŜǰ  Šœ Š–˜— ‘Ž ꛜ Žœ’—Ž›œ ˜ œ—’ě

˜ž ‘Ž —ŽŒŽœœ’¢ ˜ –˜Ÿ’— Š— ‘’—”’— •’”Ž

Š ’’Š• —Š’ŸŽǯ ˜ ‘Ž œ‘’ ’— ‘’œ Žœ’—

œŽ—œ’‹’•’¢ ˜ŸŽ› ‘Ž ™Šœ  ˜ œŽŠœ˜—œǰ  ’‘

a (beautiful) new focus on slow, considered

Œ›Šœ–Š—œ‘’™ Š— ™›˜ŸŽ—Š—ŒŽǰ œŽŽ–œ •’”Ž

Š—¢‘’— ‹ž Œ›ŽŠ’ŸŽ ŒŠ™›’ŒŽǯ ‘Ž— Š’•Ž¢

says, “It feels like the right moment for

something that’s all about authenticity – in

Ž›–œ˜ ˜›”ǰŒ›Šǰ™›˜ŒŽœœǰ‘’œ˜›¢ǰŽ¡™›Žœœ’—

œ˜–Ž‘’—ǰȄ¢˜ž”—˜ Œ‘Š—Ž’œŠ˜˜ǯ

Š’•Ž¢ȂœŒ›ŽŠ’ŸŽœ‘’’œ˜—•¢˜—Ž˜‘Ž›ŽŒŽ—

œ‘Š”ŽȬž™œ Š ž›‹Ž››¢ǯŽ› ‘›ŽŽ ¢ŽŠ›œ ’— ‘Ž

ž—™›ŽŒŽŽ—ŽžŠ•›˜•Ž˜Œ‘’ŽŒ›ŽŠ’ŸŽ˜ĜŒŽ›

Š—ǰ›ž——’—‹˜‘‘Ž‹›Š—ȂœŒ›ŽŠ’ŸŽŠ—

business sides – a period that coincided with

a slowdown in the Chinese retail boom that has

Š”Ž— Š ˜•• ˜— Š•–˜œ ŽŸŽ›¢ –Š“˜› •ž¡ž›¢

Šœ‘’˜— •Š‹Ž• Ȯ Š’•Ž¢ ‘Šœ ›ŽŒŽ—•¢ ‹ŽŽ— “˜’—Ž

at the helm by former Céline chairman and

 Š›Œ˜   ˜‹‹ŽĴ’ǯ ‘Ž Žœ’—Ž›ǰ  ‘˜

 ’••Œ˜—’—žŽ˜‘˜•‘’œžŠ•’•Žž—’• ˜‹‹ŽĴ’

Š”Žœ˜ŸŽ›Šœ’—ŽŠ›•¢ž•¢ǻŠ ‘’Œ‘™˜’—

Bailey will be renamed president and chief

Œ›ŽŠ’ŸŽ ˜ĜŒŽ›Ǽǰ ›ŽŒŽ—•¢ ˜• ‘Ž žœ’—Žœœ 

Šœ‘’˜—ǰ ȃ ‘’—” ‘Ž ›˜•Ž ˜ Š—¢ •ŽŠŽ› ’œ ˜

Š”Ž ‘Ž–œŽ•ŸŽœ ˜ž ˜ ‘Ž œ’žŠ’˜— Š— ˜ œŠ¢

 ‘Š ’œ ›’‘ ˜› ‘Ž Œ˜–™Š—¢ ˜’— ˜› Š›ǯǯǯ

˜ ’Ž—’¢  ‘Ž›Ž Š ‘Ž –˜œ ŸŠ•žŽ

and where my strengths are not and where

 Ž—ŽŽ˜Š‘˜œŽœ›Ž—‘œǯȄ

›ŽŠ’ŸŽ•¢ǰ Š •ŽŠœǰ ‘Ž ›Ž˜›Š—’œŠ’˜—

Š™™ŽŠ›œ˜‘ŠŸŽ‹ŽŽ—Š‹˜˜—ǯ—Š›ŽŒŽ—›Š’—¢

morning at Horseferry House, Burberry’s

œ™›Š •’— ˜—˜— 

ǰ Š’•Ž¢ œŠ ˜ŸŽ›•˜˜”’—

a small courtyard that was temporarily home to

‘Žȱ ž—ž•Š’—ȱ ŘǯśȬ–Ž›Ž Š‹œ›ŠŒ ‹›˜—£Ž

ȃ˜‘Ž› — ‘’•DZ •˜Œ” ŽŠ ǻŗşŞřȬŞŚǼȄ ‹¢

›’’œ‘ Š›’œ 

Ž—›¢ ˜˜›Žǰ  ‘˜œŽ ˜ŽžŸ›Ž

’—œ™’›Ž Š’•Ž¢Ȃœ Ž‹›žŠ›¢ Œ˜••ŽŒ’˜—ǯ ‘Ž

’—Ž›’˜›œ ˜ ˜˜›ŽȂœ œŒž•™ž›Žœ ŠŸŽ ›’œŽ ˜

intricately tiered sheer lace dresses, while the

artist’s swirling pencil and charcoal sketches of

œ‘ŽŽ™ •Ž— ‘Ž–œŽ•ŸŽœ ˜ Š›Œ‘’ŽŒž›Š• ŒŠ‹•Ž

”—’œ Š— Š Œ›˜™™Žǰ ŒŠ™Ž œ‘ŽŠ›•’— “ŠŒ”Žǯ —

Š ™Š›ŽȬ˜ — ™Š•ŽĴŽ ˜  ‘’Žǰ Œ›ŽŠ–ǰ ‹•ŠŒ”

Š— ˜›”–Š—Ȃœ‹•žŽǰ‘ŽŒ˜••ŽŒ’˜—Ž•’—ę—’Ž•¢

wearable – a uniform that’s both formal and

workaday, poetic and practical – yet with

Œ˜—œ›žŒ’˜—‘Š›’ŸŠ•œ‘Š˜Š›’œ’Š—–Š’œ˜—œǯ

›˜˜ ‘Š ‘’œ ŠŽœ‘Ž’Œ ™’Ÿ˜ Ž–˜—œ›ŠŽœǰ

yet again, the designer’s instinct for consumer

‹Ž‘ŠŸ’˜ž›DZ ˜› ˜—Ž  ŽŽ” ™˜œȬœ‘˜ ǰ ž›‹Ž››¢

hosted Henry Moore: Inspiration & Process,

Š ™ž‹•’Œ Ž¡‘’‹’ ’—  ‘’Œ‘ ‘Ž Œ•˜‘Žœ  Ž›Ž

displayed alongside more than 40 of Moore’s

works, with a series of workshops and acoustic

™Ž›˜›–Š—ŒŽœǯ 

Ž¢ ž›‹Ž››¢ ™’ŽŒŽœ  Ž›Ž Š•œ˜

ŠŸŠ’•Š‹•Ž˜™ž›Œ‘ŠœŽǻ’—œ˜›Žǰ˜—•’—Ž˜›Ȯœ‘˜ž•

¢˜ž ‹Ž œ˜ ’—Œ•’—Ž Ȯ Ÿ’Š ŠŒŽ‹˜˜” ŽœœŽ—Ž›Ǽ

›˜– ‘Ž –˜–Ž— ‘Ž œ‘˜  Œ˜––Ž—ŒŽǯ Ȃœ Š••

part of Bailey’s missionto immerse consumers in

‘’œŒ›ŽŠ’ŸŽ™›˜ŒŽœœȮ‹žŠ•œ˜ǰŒ›žŒ’Š••¢ǰ˜›

them to broadcast, blog and Snapchat his work,

spreading the word further and faster than a few

‘ž—›Ž™›’Ÿ’•ŽŽŽ’˜›œŒ˜ž•ǯ

ELLE:‘Š Š‹˜ž ˜˜›ŽȂœ  ˜›” ŽŽ•œ ›Ž•ŽŸŠ—

to the current mood at Burberry?

CHRISTOPHER BAILEY:He was born in a town

ŸŽ›¢Œ•˜œŽ˜ ‘Ž›Ž›Ž ž™Ȯ‘Ž˜ — ‘Ž›Ž

˜ž› ›Ž—Œ‘ Œ˜Š ŠŒ˜›¢ ’œǯ ›Ž  ž™ —ŽŠ› ‘Ž

˜›”œ‘’›Ž Œž•™ž›Ž Š›”ǰ  ‘’Œ‘ ‘Šœ –Š—¢

ǽ ˜›”œ ‹¢Ǿ 

Ž—›¢ ˜˜›Žǯ œ Š ŽŽ—ŠŽ›ǰ ‘Š

 Šœ ”’— ˜ –¢ ŠŸ˜ž›’Ž ‘Šž—ǯ ‘¢ —˜ ǵ

‘Ž›ŽȂœ œ˜–Ž‘’— ŸŽ›¢ ˜ —Ȭ˜ȬŽŠ›‘ Š‹˜ž

˜˜›ŽȂœ ™’ŽŒŽœǯ ŽȂ›Ž ˜’— ‘›˜ž‘ œ˜ –žŒ‘

Œ‘Š—Ž ’— ‘Ž  ˜›•ǰ Š— ’ “žœ Ž• •’”Ž

œ˜–Ž‘’—ȱ‘Šȱ ŠœȱŒ˜——ŽŒŽȱ˜ȱ‘Žȱ›˜ž—ǯ@

STYLERENEGADE

Christopher Bailey

is taking fashion

into the future

›˜–•ŽDZœ‘ŽŠ›•’—“ŠŒ”ŽǰǞŜǰŗşśǰ

œ‘’›Ȭ›ŽœœǰǞŗǰŜśŖǰ›ŽœœǰǞřǰŚşśǰ‹˜˜œǰ

ǞŗǰŜşśDz›ŽœœǰǞŝǰŗşśǰ‹˜˜œǰǞŗǰŜşśDz

œ‘’›ǰǞŘǰŜşśǰœ›’™Ž˜™ǰǞŜŗŖǰ™Š—œǰ

ǞŗǰŖŘśǰ‹˜˜œǰǞŗǰŜşśDzœ ŽŠœ‘’››Žœœǰ

ǞŘǰŖśŖǰ˜™ǰǞŜŗŖǰ‹˜˜œǰǞŗǰŜşśDzŒ˜Šǰ

ǞŘǰśşśǰ›ŽœœǰǞřǰŚşśǰ‹˜˜œǰǞŗǰŜşśDzŠ••

BurberryǰȱŠžǯ‹ž›‹Ž››¢ǯŒ˜–

ELLE.COM.AU / @ELLEAUS 131