Christopher Bailey (fashion designer)

Christopher Bailey at Burberry, 2001–2018 Bailey joined as creative director in May 2001, just as the Burberry check was becoming tied to football casual culture and counterfeits, to the point that some venues banned it. Working with Angela Ahrendts, chief executive from 2006, he turned that reputation around and made the trench coat and British heritage the centre of the brand again. Sales passed £2 billion during her tenure. Bailey then became chief executive himself, from 2014 to November 2017, while also serving as chief creative officer, and had left entirely by the end of 2018. This is the model for fixing an image problem with design and business discipline working together.