Since joining in 2001, Bailey has helped transform Burberry, setting the creative vision for the brand and driving innovation. Of the latter, Bailey has championed the ‘see now, buy now’ approach which sees runway collections available to buy immediately, and has spearheaded Burberry’s digital strategy. Under his direction, the company has pioneered digital commerce and marketing innovations. Prior to joining Burberry, Bailey was Senior Designer of Womenswear at Gucci from 1996-2001, and Womenswear Designer at Donna Karan from 1994-1996. In July 2017, Bailey will take on the new role of President and Chief Creative Officer at Burberry, where he will continue to oversee all elements of brand and design, as well as the company’s strategy and culture.