SMYTHSON , the British stationery and leather goods brand with over 130 years of history and beloved by celebrities worldwide, has welcomed Luke Godaddin, who made a name for himself at BURBERRY , as its new creative director. We spoke directly with Godaddin himself about the future of this royal-warranted brand, which is expected to continue evolving and making great strides while inheriting a great heritage.

Now is the time to revive the spirit of our founder, Frank Smythson.

SMYTHSON , a long-established brand that symbolizes Britain, is entering a new era. Leading this project is Luke Godadin, a brilliant talent who was appointed as the new creative director last February. He is a key figure in the luxury business, having reached the pinnacle of his position as chief design officer at BURBERRY , another brand with a long history as a supplier to the British royal family.

Godadine studied fashion design at Central Saint Martins and earned a Master's degree in womenswear design from the Royal College of Art. It's also noteworthy that she has always been based in the UK, including a 15-year career at Burberry.

"I was born in Switzerland, but I went to London, England, my mother's home country, to study design. My experience at Burberry was very exciting and a great learning experience. SMYTHSON , which I've always admired, shares the common ground with me in its Britishness and great heritage. But while they seem similar, their 'perspectives' are actually completely different. BURBERRY mainly focuses on ready-to-wear, and is dynamic and trendy. Things revolve around runway shows. On the other hand, SMYTHSON emphasizes elegant and precious 'time.' That's why I can work at my own pace and not be a slave to the calendar (laughs)."



We asked Godaddin, who has just started a project at SMYTHSON , which he positions as a "benchmark (standard) for British brands," what his specific vision is.

"It's incredibly difficult to satisfy existing customers while simultaneously acquiring new ones. To achieve this, we must protect what needs to be protected, leverage the brand's heritage, and offer fresh surprises. That's why I believe now is the time to delve into the archives from the time of our founder, Frank Smythson, and return to the core philosophy of the brand."

To revive the spirit, personality, and philosophy of the brave and innovative Frank Smythson—which has been passed down through generations—into the modern age, we want a diverse range of customers to experience SMYTHSON 's concept and passion through retrospective yet unique and surprising creations. Above all, I'm incredibly excited to be able to create something that I myself love."

From the Fall/Winter 2019 collection designed by Luke Godadin, creative director SMYTHSON .

It seems Godadin has absolutely no intention of resorting to the "scrap and build" approach that is common with new directors.

NEXT> Was the long-established brand SMYTHSON actually an innovative brand?