LF’S DAKS Appoints Former Burberry CDO, Luc Goidadin, as New Creative Director (CD)
- Restructuring places Goidadin, former Burberry Chief Design Officer, at top
- The launch of the new “Ageless” brand represents the dawn of renewal and product enhancement
DAKS, the British fashion brand distributed in South Korea by LF, the lifestyle culture company, has appointed world-renowned and former Burberry designer, Luc Goidadin, as its new Creative Director (CD) in a dramatic move to revamp the brand.
Luc Goidadin is a graduate of Central Saint Martins in England, one of the top three fashion schools in the world, and attained his Master’s Degree from the Royal College of Art. In 2001, he began work as a designer at British brand Burberry, where he rose through the ranks to become its Chief Design Officer from 2014 to 2017, and was appointed CD of Smythson in 2018. During his impressive career, many of his works with these leading luxury brands have received the British royal stamp of approval.
Under the direction of Luc Goidadin, DAKS is expected to launch a revamped collection in 2022. Although the brand will continue to pay homage to its heritage, Luc Goidadin is determined to give DAKS a bolder and younger makeover by adding innovative twists to functional elements. By adopting a modern interpretation of DAKS’ classic styles, the endgame is to transform DAKS into an “ageless luxury brand” for all age groups with an emphasis on value over trend.
Luc Goidadin, the new CD of LF’s DAKS, declared, “In my opinion, as DAKS has a long history of creating wonderful assets, only changes that hold the same weight will enable us to revamp and create a new history of the brand. By combining British classic sensibilities with modern elements, novel and bold attempts are going to be made to create a brand that is loved by all, regardless of generation and age.”
Photo Description: Profile photo of new Creative Director of LF’S DAKS, Luc Goidadin / DAKS’ logo