Daks Strengthens Brand Competitiveness by Hiring Former Burberry Designer 'Luc Guadagnino'

Daks New Chief Creative Director Luc Guadadon

[Asia Economy Reporter Seungjin Lee] LF announced on the 9th that Daks, a British brand distributed domestically, has appointed Luc Guadagnin, a designer formerly of Burberry, as the new Chief Creative Director (CD) and will begin a full-scale brand reorganization.

At a time when Daks is seeking major changes to enhance its brand value, it has recruited the right person to oversee the project. With this appointment, Daks plans to establish a new direction as a total brand across all categories including women's wear, men's wear, and accessories, and strengthen product competitiveness to meet global standards.

Luc Guadagnin, who joined Daks, graduated from Central Saint Martins, one of the world's top three fashion schools in the UK, earned a master's degree from the Royal College of Art, and began his design career at Burberry in 2001. He served as Burberry's Chief Design Officer (CDO) from 2014 to 2017, and in 2018, he was the CD of Smythson, gaining recognition for his abilities at prestigious luxury brands certified by the British royal family.

Under the leadership of Luc Guadagnin, the new Chief Creative Director, Daks will unveil a newly transformed collection starting in 2022. While inheriting the brand's unique traditions from its long history, it will innovate functional aspects to transform into a younger and more daring Daks. The brand plans to reinterpret its distinctive classic style in a modern way, redefining its identity as a brand targeting all age groups without distinction.

The 2022 Spring/Summer collection, to be revealed early next year, is completed based on five brand philosophies: ▲British characteristics ▲modern sensibility ▲classicism ▲functionality ▲reasonable luxury. The collection will include a wide range of products spanning generations, from Daks' signature trench coats, tailored suits, dresses, and outerwear to jumpsuits and functional sportswear.

Luc Guadagnin, the new Chief Creative Director of LF Daks, said, “As Daks is a brand that has cultivated excellent assets over a long time, I believe it will write a new chapter in its history through bold changes.” He added, “Through new attempts combining British-based classic sensibility with modern elements, we will present a collection recognized for its differentiated value regardless of era or age.”