Burberry: What the hell is going on? The history, Daniel Lee’s approach, Riccardo Tisci and Christopher Bailey.

We explore the evolution of Burberry from the Christopher Bailey era, taking a look at Riccardo Tisci’s approach and finally looking at Daniel Lee’s accessory-centric design strategy. We dive into how a brand built on rugged practicality morphed into a luxury behemoth, then tripped over its own tartan in the process. We're talking questionable design choices, a desperate attempt to reconnect with its working-class roots and that Succession scene. Burberry faces a global audience hungry for a taste of "quintessential Britishness," but that might clash with the authentic modern day Britain which the brand derives so much of it’s identity and design inspiration from. Can they thread the needle between profits and genuine connection?