A new scandal is brewing in the fashion sidelines that promises to be no less dramatic than the season finale of the favorite British detective. Daniel Lee, Burberry's chief creative brain, is allegedly ready to pack his suitcases (designer ones, of course) and go to Jil Sander. Thunderbolt or a pattern that's been coming for a long time?

If sources are to be believed, Jil Sander, famous for its sophisticated minimalist aesthetic, has already rolled out the red carpet for Lee, inviting him to replace Luca and Lucy Meyer, whose farewell show is expected in Milan at the end of February. For Burberry, this is a betrayal against the backdrop of a family crisis: the brand has fallen on hard times, its financial performance making even the most reserved analysts nervously tap their fingers on the table. In November 2024, the fashion house launched a &pound;40 million cost-cutting program in an attempt to climb out of a financial hole that has seen losses reach &pound;53 million in a year.
Lee, who took over the reins in 2022 following Riccardo Tisci's departure, has already turned Bottega Veneta into a megahit in his time. However, his attempts to fuse Burberry's historic heritage with his own vision of minimalism have not always been met with a standing ovation. But, as they say, style requires sacrifice, and it's possible that Burberry just isn't ready for radical change the way Bottega was. But Jil Sander, which was created in 1968 and set the standard for purity and restraint in the '90s, looks like the perfect continuation of Lee's career.

There are no official statements yet, but the fact remains that Lee has done a lot for Burberry. His debut collection in February 2023 was an ode to the British spirit, with plaids, trench coats and fleece hats earning the approval of Anna Wintour herself. The spring-summer 2024 collection won over a youthful audience, and the fall-winter 2023 collection breathed the atmosphere of London. Under his leadership, Burberry once again spoke the language of bold visual codes, including the signature Cobalt Blue, which has become as recognizable to the brand as Bottega Green was to its former home.
Not to forget the marketing maneuvers: relaunching the main boutique on 57th Street in New York, revamping the online platform, brand installations at London Fashion Week. Lee worked on all fronts, but perhaps realized that his energy required a different arena.

Burberry AW23

So what's next? Burberry, if rumors are to be believed, is clearly in no hurry to let go of its chief innovator. But if Jil Sander does make Lee an offer he can't refuse, the fashion world could witness one of the most high-profile personnel changes of the decade. And then Burberry will have to look for a new star who will be able to breathe an equally powerful dose of aesthetic revolution into the brand.

Danielle Lee and Burberry: will there be a British-style divorce?

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