ENGLISH MAJOR | Christopher Bailey Burberry

AFTER 12 YEARS as chief creative officer at Burberry, Christopher Bailey has come to be defined by his work there. In turn, he's redefined the 157-year-old British company, making it an "old-young, big-small company," as he likes to put it. The Yorkshire native—who held jobs previously at Donna Karan and Tom Ford—has passions for music, technology and British pop culture that have become just as representative of the brand as its gabardine trench.

Mr. Bailey, 42, has pushed Burberry into the digital age by live-streaming fashion shows and allowing customers to click and buy as clothes come down the runway. Among his other tech innovations, the Burberry Kisses website, developed with Google, lets visitors record and send a virtual kiss—an image created using a photo of the sender's lips—via email. And to complement Burberry Acoustic, the company's online initiative to promote new musical talent, Mr. Bailey orchestrated live concerts in the brand's flagship store on London's Regent Street. (The Kaiser Chiefs performed last April.) Following his heart has been good for business: Revenues have almost tripled since 2005.

This year, Mr. Bailey brought the brand's beauty arm, previously licensed out, in-house. His first effort is a men's fragrance called Burberry Brit Rhythm. It launches next week, along with a collection of leather jackets in keeping with the scent's rock-'n'-roll inspiration. "That's what a modern luxury company should be," said Mr. Bailey. "It's not just about selling product; it's about creating worlds within worlds."

Clockwise from top left: A jacket from the capsule collection; Christopher Isherwood's 'Goodbye to Berlin'; Virginia Woolf; Sassicaia wine; Burberry Brit Rhythm fragrance Kobrand Corporation, Getty Images, Marko Metzinger for The Wall Street Journal (3)

The first concert I saw was: Bob Dylan. I was about 14 and I will never forget the feeling of being there. It was huge.

I'm obsessed with: the Nike+ Fuelband. I'm completely unathletic, but it makes you quite competitive with yourself.

One of my biggest regrets is: never having learned to play an instrument. My parents said to me, "You can learn to play the piano or you can learn judo. You have to choose one because we can't afford both." I chose judo.

My favorite bottle of wine is: Sassicaia, an Italian red. It's definitely for something special, not for every day.

My favorite scent is: Penhaligon's Blenheim Bouquet. I've worn it since I was little.

My favorite hotel is: none. I'd much rather find a little private house to rent. Every summer I try to rent a house in Umbria. It's so beautiful and unspoiled.

The only thing I wear every day is: my iPhone. All my jeans have the outline of the iPhone in the left pocket.

Antique shops on Pimlico Road Alamy

The best place to find antique furniture is: anywhere on [London's] Pimlico Road. I specifically like this brilliant place called Core One. The Portobello flea markets or local country estate sales are great too.

My most recent purchase was: a beautiful kitchen dresser from the early 1800s that has cupboards underneath and a place for plates and things on top.

My signature dish is: usually a roast chicken or roast beef—something very English.

My most treasured piece of artwork is: by [English painter] Stanley Spencer. My brother-in-law, who's an art dealer, called me up one day and said an auction house is selling Spencer pieces and one looks like your house in Yorkshire. It turns out Spencer used to spend his holidays there and paint. I did literally everything I could to get it.

My favorite movie is: "Educating Rita."

My dream car is: one that could park itself. I'm the world's worst parker.

My favorite pub is: Marquis of Granby, which is near my office, on Horseferry Road in London. Proximity is really important when you just need a pint.

My favorite new restaurant is: Acciuga in London, an Italian place, off Kensington High Street, near my house.

I would have loved to dress: the Bloomsbury set— Virginia Woolf, Vanessa Bell and all that.

The most influential designer: is [ Apple's AAPL -0.37% Apple Inc. U.S.: Nasdaq $95.03 -0.35 -0.37% July 10, 2014 4:00 pm Volume (Delayed 15m) : 38.99M AFTER HOURS $94.88 -0.15 -0.16% July 10, 2014 7:59 pm Volume (Delayed 15m): 696,828 P/E Ratio 15.80 Market Cap $575.17 Billion Dividend Yield 1.98% Rev. per Employee $2,185,850 07/10/14 Burberry Says Profit Hurt by C... 07/10/14 FTC Sues Amazon Over In-App Pu... 07/10/14 Classic Song 'Stems' Inspire R... More quote details and news » senior vice president of design] Jony Ive. He's a very good mate of mine and a clever man.

My favorite author is: Christopher Isherwood. Right now I'm reading "The Millstone" by Margaret Drabble.

I have an obscene number of:bBowers & Wilkins speakers at home. They're wireless speakers that connect straight to my phone. Every time the company comes out with a new one, I have to go play with it.

My favorite new musical artist is: George Ezra. I discovered him a couple months ago, and I think he's going to do amazingly well.

The future of fashion is: that it will open up to everyone who loves it. The virtual experience is going to become much more real.

—Edited from an interview by Alexa Brazilian