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Is Burberry’s job-slashing shake-up enough to save the troubled brand?

‘Lacklustre’ designs and a slowdown in the luxury goods market have taken a heavy toll on the British fashion label

Riccardo Tisci – who was recently hit with an accusation of sexual assault, which he has called “categorically untrue” – was at the brand in 2018-22, and while his catwalk shows were glamorous and dramatic, they did not make Burberry buzzy either. The latest summer campaign, with models including Paloma Elsesser and Jack Draper, highlighted the house check on bikinis and bucket hats for an accessible and commercial style. Across 17 years, the designer made the brand desirable with shows that put classic Burberry and British signifiers – rain, the trench, the Bloomsbury group – on the catwalk in a way that fashion people and consumers liked.

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