They should just select someone from in house. Look how successful it has been for McQueen and Balmain.
Maybe in sales they've been successful, but all I can see with Burton is a terribly desperate attempt at being as deep and original as Alexander McQueen, truly awful collections only shaded from critisism by the parasol of the legacy of the late designer.
Olivier Rousteing is doing some good things seeing as he is so young, but he is also only trying to squeeze out some more ideas from previously-done concepts... Rococo-grunge?
Frida Giannini was from in-house, an accessories designer, before she became creative director of Gucci, and how much originality is she providing fashion week?
Paolo Piccoli and Maria Grazia Chiuri were also accessories designers at the house before they turned Valentino into a broken record playing only notes of nude, ruffles and lace.
I find it quite clear that if a brand is only expected to cough up basic or uninspiring clothing to sell then an in-house designer is the way to go.
But it must be noted that none of these houses are trend-setters anymore, they appear to have had their time for trendsetting, is Balenciaga prepared to step down from the brand that the world copies to just another one of those terrible, terrible brands?
Cristobal Balenciaga would be spinning in his grave at the idea of his house producing standard rack clothing, indistinguishable from every other house.