From Burberry to Apple and Beyond, Angela Ahrendts Reminds Us That the Future of Fashion Is Human
At the Nordic Business Forum 2025, held in Helsinki from September 24 to 25, Angela Ahrendts captivated the audience with a keynote that blended fashion legacy, tech innovation, and human-centered leadership. Though she may have traded the trenches of fashion for the boardrooms of tech, she proved that her heart—and her leadership philosophy—still beats in rhythm with the fashion world.
The former CEO of Burberry and SVP of Apple Retail took the stage not with slides or strategy decks, but with stories. Stories of purpose, vulnerability, and the quiet power of human connection. For those of us in fashion, her message was a masterclass in legacy-building and brand soul.
Burberry: Reinventing Heritage with Digital Courage
When Ahrendts stepped into Burberry’s top role, the brand was teetering on the edge. But instead of chasing trends, she went back to the beginning—asking why Thomas Burberry founded the company in the first place. That question led to a radical realignment: outerwear became the hero, digital became the runway, and a younger, global audience became the muse.
“We said we’re going digital first. We’re going younger. If it didn’t go through that lens, it had to go away,” she shared.
It was a bold move in a pre-Instagram era, but it paid off. Burberry became the first digital luxury brand, doubling its business and redefining what heritage could look like in the 21st century.
Leadership as a Luxury Experience
Angela’s approach to leadership mirrors the best of fashion: intuitive, emotionally intelligent, and deeply personal. She spoke candidly about moments of vulnerability—like crying in front of her team during a crisis—and how those moments built trust, not weakness.
“Some of my best leadership moments were when I was the most vulnerable,” she said.
For fashion leaders navigating post-pandemic reinvention, her words are a reminder: authenticity isn’t a trend—it’s a timeless asset.
From Couture to Code: The Apple Chapter
Though her move to Apple surprised many in fashion, Angela’s retail transformation at the tech giant was rooted in the same principles she honed in luxury. She turned stores into community hubs, launched “Today at Apple” to foster creativity, and crowdsourced ideas from 50,000 employees to reimagine the customer experience.
Her mantra? “Apple Retail must be where the best of Apple comes together.” For fashion brands, the takeaway is clear: your physical spaces should be more than stores—they should be stages for storytelling.
AI, Empathy, and the Next Generation
Angela didn’t shy away from the future. She embraced AI not as a threat, but as a tool for democratizing creativity. Her call to action? Empower young, AI-native talent across departments and flatten traditional hierarchies.
“The hierarchy won’t work anymore. You need these young AI natives in every department,” she urged.
For fashion houses looking to stay relevant, this is more than tech talk—it’s a blueprint for inclusive innovation.
A Legacy Woven with Purpose
Angela closed her session with a reflection that every fashion leader should pin to their mood board: “You’re only there ten years or so, and then you pass the baton on to the next generation.”
In an industry obsessed with the new, Ahrendts reminds us that true leadership is about stewardship. About preserving the soul of a brand while preparing it for its next chapter.
At Fashion Week Online, we celebrate visionaries who blend creativity with conscience. Angela Ahrendts is one of them. Her journey from Indiana to London to Cupertino is stitched with purpose, and her message is clear: fashion’s future isn’t just digital—it’s deeply human.
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