Sarah Burton has been appointed new creative director for the label.

Earlier this year following the suicide of Alexander McQueen, it seemed unthinkable that the brand could continue without its iconic designer. However, as it became clear that the label still held vast commercial potential, its parent company Gucci put an end to the idea that it could not survive without its creator.

Now McQueen’s former colleague & right hand woman, Sarah Burton, is to oversee the creative direction & development of the brand. Following McQueen’s death Burton was responsible for directing the completion of the sixteen outfits which represented his final collection. Eighty per cent finished at the time, a design team of five working under Burton’s direction completed the outfits which were presented at Paris fashion week, meeting with critical acclaim.

Burton, aged thirty five, grew up in Manchester & studied at Central St. Martin’s College of Art & Design from which McQueen himself had graduated with a master’s degree in fashion design. In her final year – 1996 – she began working with McQueen, & in 2000 was appointed head of women’s wear design.

In response to her appointment Burton announced, “The creation of modern, beautifully crafted clothes was at the heart of Lee’s vision. I intend to stay true to his legacy.”

Mr. Jonathan Akeroyd, president and Chief Executive Officer of Alexander McQueen, said of the appointment: “We are delighted that Sarah has agreed to take on the role of creative director. Having worked alongside Lee McQueen for more than 14 years, she has a deep understanding of his vision, which will allow the company to stay true to its core values. Sarah is extremely talented and under her creative leadership we are ready to enter a new phase in the brand’s history.”

Robert Polet, president and Chief Executive Officer of Gucci Group, which owns 51% of the McQueen brand, said: “As a business we remain absolutely committed to the Alexander McQueen company which has proven to have strong customer loyalty and has shown to be a resilient brand in the aftermath of the tragic loss of its founder. Sarah has real talent, a close understanding of the brand and the vision necessary to take it forward. We will be giving full support to Sarah and the team in the coming years.”

The Gucci group plans an extension of the brand, & is due to launch a collection of men’s underwear next month.

Burton will present her first full spring collection in October in Paris following a pre-collection presentation in June.