Burberry CEO Christopher Bailey Discusses His New Role In October WIRED.

Burberry CEO Christopher Bailey In October WIRED | Photo Credit Credit: Joe Pugliese / WIRED

On his transition from Creative Director to CEO… “Angela and I always worked in partnership, and our team is still here. I have always moved from one project to another, whether it be architecture, technology, or design. My new role just involves a broader audience— investors, analysts, and others. I took on this role because design and creativity are Burberry’s soul. That’s always been my approach.”

On his design philosophy… “My father was a carpenter, and my grandfather, an electrician, was a gadget fanatic who bought every new thing. They both shaped my worldview: quick-slow, quick- slow. For example, the making of a trench coat is very slow, involving lots of handicraft. But I also love the speed of what we do online. I’m proud of that approach: Not everything should be quick; not everything should be slow.”

On the convergence of fashion and technology… “Apple succeeds because of beautiful product design, but wearing a product rather than putting it in your bag means that it’s on show. It tells people about your character. Now, what happens if you put technology into fibers? What happens if you put chips into an accessory? We set up a group to puzzle through these issues— the What If Group.”

you can read the full article at WIRED.com