LONDON , England ( CNN ) -- Burberry , the 150-year-old British luxury brand most famous for its distinctive check pattern , has recently experienced a resurgence . Christopher Bailey , Burberry 's creative director , has been credited with the brand 's resurgence . The brand credits much of its new a la mode image to creative director Christopher Bailey . The unassuming 37-year-old British designer has successfully reconnected Burberry with a trendy young audience -- using the likes of British super model Agyness Deyn , whom he has propelled to international stardom -- in ad campaigns . But times are hard for luxury brands , with a recession that has turned many high-end consumers toward cheaper alternatives . So how is Bailey handling the current economic climate ? With stylish new headquarters in the heart of London and the recent opening of a Burberry Children 's wear store in the capital , it seems the brand has kept its wheels rolling . Watch Burberry 's creative director speak to CNN » . Bailey believes the new headquarters were an important extension of Burberry 's image , telling CNN `` the building is the brand beacon . '' `` It 's so important that everyone lives and breathes the aesthetic of what Burberry is . We have to do what feels right for the company , '' Bailey added . But that does not mean that Burberry is ignoring the recession . `` It 's all about the balance between functionality and emotion . You have to be instinctive about what 's going on , '' said Bailey . `` We think about the world recession , but it helps us focus and make sure that the brand purity and integrity is there in everything we do . `` We 've just opened our first [ children 's wear ] store in London and the first signs are pretty wonderful . '' But Bailey agrees that `` there has been incredible excess in the last five to 10 years , so it 's a good moment to re-balance . '' So how will that translate to the catwalk ? `` The [ clothes ] will be investment pieces for the long-term . It 's not just about fashion for a season . ''
Christopher Bailey , Burberry 's creative director moved to BBC . It has recently opened new headquarters and Bailey 's nursery in London . ` ` We think about the world now , but it helps us focus , '' said Bailey .