The full interview launches today, and in it Bailey talks about the intersection of commerce and creativity, design versus art and Millennials’ tastes.
These are topics close to Bailey, who has been serving as Burberry’s chief creative and chief executive officer since 2014. Next year, he’ll become the company’s president — a new role — while retaining his position as Burberry’s top creative. Marco Gobbetti will take on the role of ceo and the two are expected to work hand in hand to help Burberry through a difficult marketplace, and shape it to appeal to a new consumer.
In the meantime, Bailey is spearheading major changes at the brand with plans to break with industry tradition and show a see-now-buy-now combined men’s and women’s collection on the September runway, and going forward.
The interview with the veteran fashion writer and author McDowell is part of an “In Conversation With…” series that has seen him chat with Topman’s creative director Gordon Richardson and the Belgian designer Walter Van Beirendonck.
Bailey has no pretensions about being an artist. “I absolutely see what we do as design and not art. That is a big distinction for me,” he says in the black-and-white video.
“Design is about people having both an emotional reaction to something and also a functional and very pragmatic approach to something. And commerce is about making something relevant to people.”
He also says the world is changing and that new customers and Millennials really care about design and creativity, “but they also care about price and how things are made.”
He adds: “When creativity and commerce come together, that’s when it becomes magical.”