Burberry has dropped a shockwave surprised during Paris Fashion week. The British luxury brand announced that the Givenchy’s ‘Golden Boy’, Riccardo Tisci, will become its new creative officer, effective from March 12.

This move will mark a new era for both parties. Tisci will succeed Christopher Bailey, who had worked for the brand for 17 years and also became its CEO from 2014 to 2017.

Bailey’s aura has significantly marked Burberry’s style, influenced by his 100 per cent British identity. The brand dressed the Duchess of Cambridge for last year’s Vogue cover.

The Italian designer will have the complex and exciting task of turning the brand highly desirable again, reinventing the Burberry style of tomorrow by staying true to its English roots.

Tisci is no stranger to London and its culture. In the 1990s, he left his hometown of Taranto to study at Central Saint Martins, also know as the Wharton of fashion schools, where great names of fashion designers such as Stella McCartney, John Galliano and the late Alexander McQueen are part of its alumni.

Tisci’s signature seduces youth. At Givenchy, he took the Parisian house links to Audrey Hepburn a classic, sophisticated fashion to a place where smoking, burn-out wrecks of cars and the Kardashians in the front row are a must.

Tisci is known for his deeply urban, unapologetic, boundary-pushing fashion. A shady mix of Italian up-and-coming Caravaggion, Neo-Gothic and streetwear culture.

In 2011, he designed the album cover for Kanye West and Jay-Z’s Watch the Throne as well as their tour wardrobe, including a world-famous leather kilt.

Mario Ortelli, senior analyst of luxury goods at Standford C. Bernstein wrote in a note, The contemporary street style orientation of Riccardo Tisci is a great match to relaunch the image of Burberry”

Bailey will step down from Burberry on March 31,2018.