For Burberry’s CEO Christopher Bailey, the digital revolution is ‘incredibly exciting’

Changes do not intimidate Christopher Bailey. As Burberry’s president and chief creative officer, Bailey has elevated the traditional British marque, famous for its iconic gabardine trench, to the international luxury brand it is today. Also quick to ride the digital wave, Bailey has spearheaded many of the digital innovations in fashion from live streaming shows to the more recent see-now-buy-now trend.

“Digital is an incredibly exciting platform and it’s basically an industrial revolution,” says Bailey after Burberry’s first straight-to-consumer show in September. “We are a very international business with our roots very firmly British which I think lots of that translate quite broadly globally as well.”

Just when I was expecting to meet a radical mind at this dawn of changes – Burberry’s new CEO Marco Gobbetti comes on board next year – Bailey charms with gentle demure and witty intellect.

In a casual ensemble of a white oxford shirt and black jeans, Bailey turned out for our interview at Makers House, where Burberry showed its September collection at London’s bustling Soho. The show merged Burberry’s men’s and women’s collections and the looks were available for purchase right after the show for the first time.

Asked how he managed to keep his fingers on the pulse of the fast changing fashion world, Bailey says: “I’m always curious. I live with my eyes open and my feet firmly on the ground.”

Innovation has always been in the DNA of Burberry too, Bailey adds.

“Thomas Burberry created an insignia with a knight on horseback holding a flag that says Prorsum, which means ‘to move forward’,” he says. “It’s interesting that Burberry’s known as a classic company but it has always had the philosophy of moving forward. It’s what the company does.”

Speaking of groundbreaking changes, Burberry is one of the first major luxury brands to adopt the see-now-buy-now policy. Although instantaneity is the key catalyst for this action, Burberry presented the collection in a context that celebrated the precious time and workmanship behind its creations by collaborating with artisans from The New Craftsmen group.

“We need to understand the reason why, not just the end product,” Bailey explains. “You have to be able to articulate the ideas and inspirations. That’s why we showcase the craftsmanship and artisans.”