Bailey used this athletic loophole to create a package for the fragrance that finally sheds the long-standing relationship with that trademark check. In its place, a bottle design that cleverly recontextualizes the company’s branding themes into a slick package: a slender red-glass bottle encased in a rectangular scabbard of black rubber.
Bailey’s eyes light up as he recounts the design process, noting that the main challenge was finding a rubber that could withstand the type of active lifestyle he envisioned for its wearers. “It took us a long time because we had to find or develop a rubber that didn’t scratch as much.”
Whether he’s redesigning Burberry’s London and New York headquarters or having the foresight to sign Harry Potter’s Emma Watson as the brand’s new face, Bailey’s efforts show he innately understands and values the balance of respecting the past without compromising vision. “Thomas Burberry, the founder, was incredibly innovative,” Bailey enthuses. “He loved the whole thing that fashion wasn’t just about one type of a person—it was for all different types of people.”
At Play
• His exercise regime “I’ve lived up in the countryside so I spend a lot of time outdoors when I can. I do a lot of walking and I like to cycle. I like to be on the sea as well, in a boat, although I’m not much of a skipper."
• His sporting gadget “No matter what sport I’m doing or where I am, I have my music with me at all times. I have a lot on my iPhone, and that’s something, for me, that takes you across every sport and all around the world.”
• On heavy rotation Bob Dylan, Nina Simone, Billie Holiday, The Maccabees, The Wombats, Keane, Razorlight, One Night Only.
With files from Lesa Hannah
First published in FASHION Magazine May 2010
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