Christopher Bailey from Halifax will become the boss of Burberry.
Mr Bailey, who joined Burberry in 2001, has been chief creative officer for six years, a role which he will retain. He has overseen all customer-facing activity at the group, including product design and marketing.
“I am profoundly moved and humbled to be asked to take on the chief executive role at this company that means so much to me,” he said.
“Together, we will continue to push the boundaries of design, technology and communication while never forgetting our heritage, our Britishness and our values.”
He will take over from Angela Ahrendts who is leaving the luxury goods firm to join technology giant Apple.