Together with Ahrendts he has helped restore Burberry’s reputation as a high-end luxury brand after it became a victim of its own success in the 1990s, when the mass market embraced its trademark check pattern. He has also brought in celebrity British names to its ad campaigns, helping to emphasise its heritage and turn the company into a model for other British brands with international aspirations.
A graduate from the Royal College of Art, Bailey joined Burberry from Gucci where he was senior designer of womenswear for five years. Prior to Gucci Bailey was the womenswear designer at Donna Karan.
He started his career as as window dresser at Marks and Spencer before graduating from the Royal College of Art with a Masters degree in 1994, and was awarded an MBE in 2009 for services to the fashion industry.