Daniel Lee
Chief creative officer of Burberry (since October 2022)
Daniel Lee is a British designer who has been chief creative officer of Burberry since October 2022. He previously transformed Bottega Veneta as its creative director from 2018 to 2021, and is regarded as one of the most commercially influential British designers of his generation.
| Role | Chief creative officer, Burberry |
|---|---|
| Since | October 2022 |
| Previous role | Creative director, Bottega Veneta (2018 to 2021) |
| Known for | Bottega Veneta Pouch, Burberry repositioning |
| Born | 1986, Bradford |
Who is Daniel Lee?
Daniel Lee, born in Bradford, England, in 1986, is the chief creative officer of Burberry, a role he took up on 3 October 2022, succeeding Riccardo Tisci. He is responsible for the creative direction of Britain's best-known luxury brand during a period of repositioning.
Career
Lee studied at Central Saint Martins, completing a master's degree under Louise Wilson. He gained early experience at Maison Margiela, at Balenciaga under Nicolas Ghesquière and at Donna Karan in New York.
- Celine, 2012 to 2018: part of Phoebe Philo's design team, rising to director of ready-to-wear.
- Bottega Veneta, June 2018 to November 2021: creative director.
- Burberry, since October 2022: chief creative officer; debut collection shown at London Fashion Week in February 2023.
At Bottega Veneta he developed a new product language, including the Pouch clutch, and won four awards at the 2019 Fashion Awards. At Burberry he reintroduced the Equestrian Knight emblem and has focused on British heritage and outerwear.
Influence on the fashion business
Lee's Bottega Veneta tenure is widely cited as an example of how a creative director can rapidly renew a heritage house's relevance and desirability through a focused set of hero products. At Burberry, he was hired with an explicit commercial mandate; on his appointment, Burberry's then chief executive praised his 'unique understanding of today's luxury consumer and a strong record of commercial success'. His work at Burberry is therefore closely watched as an indicator of whether British luxury can regain momentum through a sharper brand identity.
Under Lee, Burberry's collections and campaigns have placed renewed emphasis on outerwear, the trench coat and the brand's British heritage, presented through its shows at London Fashion Week. His tenure has coincided with a broader change of leadership at the company, as Burberry has worked to reset its position within the global luxury market and to strengthen its core categories.
Why it matters
Lee represents a generation of designers trained in the Philo-era Celine studio who have gone on to lead major houses. His career highlights the growing emphasis luxury groups place on product-led creative directors who can deliver recognisable bestsellers. For anyone following the luxury market, his Burberry tenure is one of the key ongoing creative stories in British fashion.
Frequently asked questions
Who is Daniel Lee?
Daniel Lee is a British fashion designer who has been chief creative officer of Burberry since October 2022. Before that he was creative director of Bottega Veneta from 2018 to 2021.
What is Daniel Lee known for?
He is known for revitalising Bottega Veneta with products such as the Pouch clutch, which helped him win four awards at the 2019 Fashion Awards. At Burberry he has revived the Equestrian Knight emblem and refocused on British heritage.