Christopher Bailey has taken over as Burberry's CEO.

The luxury brand has announced that its Chief Creative Director has officially taken on the additional role of Chief Executive Officer as of today (01.05.14), replacing Angela Ahrendts.

The British brand confirmed the transition in a public document.

Meanwhile, the former CEO has moved to a new job as Senior Vice President for retail and online stores at technology giant Apple.

Bailey was named as Angela's successor last October and has been working closely with her to ensure the transition happened smoothly for a mid-2014 handover.

He said at the time: ''I am profoundly moved and humbled to be asked to take on the CEO role at this company that means so much to me.

''I also feel privileged to be keeping my role as chief creative officer, as I believe that creativity and innovation have been at the heart of our success in the last ten years and will be even more so in the decade ahead.''

Bailey has been at Burberry since 2001 and worked as Chief Creative Officer for the past six years, overseeing consumer-facing activities, including product design, creative marketing, store design, and digital innovation.

Angela commented: ''It has been an honour to have partnered with [Burberry chairman] Sir John Peace and Christopher for the last eight years.

''I am confident that, with Sir John's continued guidance and the executive team's support, Christopher, as one of this generation's greatest visionaries, will continue to lead Burberry to new heights.''