Now That’s What I Call… Burberry!

Christopher Bailey’s last year as Creative Director has ushered in a reconciliation between the brand and an often underestimated fanbase

Dean Kissick

Blieve us, 2002 was a fraught moment in British history. The country was divided. War was looming. New Labour was falling apart. Cool Britannia was over. And the most illustrious British heritage brand of all – Burberry – was deep in the doldrums ever since Eastenders star Daniella Westbrook was papped dressed head-to-toe in its famous check, holding her daughter Jo in a matching skirt and pushing a (let’s be honest, really amazing) Burberry pram. This was a couple years after Westbrook had done so much coke that she lost part of her nose, and it was not considered a good look; so much so in fact, that it actually caused the brand’s share price to drop (from 244 on the day she went shopping to 232.50 the next, when…

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British GQ Style (Digital) - 1 Issue, Issue 26

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