text: On Thursday night, the great and good of fashion and showbiz gathered to help one man celebrate the launch of his  new shop. But this was no ordinary shop - this was Burberry Chief Creative and chief executive officer Christopher Bailey's new Beverley Hills flagship. Over 700 guests, including superstars Cara Delevingne, Suki Waterhouse, Mila Kunis, Elton John, Rosie Huntington-Whiteley, Anna Wintour and the entire Beckham brood, turned out to support their pal Christopher at the London in Los Angeles event at Griffith Observatory. So how does one man have so many A-list friends? And how did he turn Burberry into the world's coolest brand, notching sales for the six months to April up to £1.42bn? An ability to reinvent trends, an eye for the hottest talent and the most charming demeanour; that's how. Scroll down for video . Over 700 guests and models, including Jourdan Dunn, left, James Corden, front, and Naomi Campbell, right, joined Burberry boss Christopher Bailey, back, to celebrate fashion, music, and Britishness at an exclusive event at Griffith Observatory in Los Angeles. The event also marks the launch of its new flagship store on Rodeo Drive that opened in November . Christopher Bailey's meteoric rise through the ranks at Burberry  hit new heights after the Yorkshire-born designer was named CEO at just 42-years-old back in October 2013. The designer had been a key part of Burberry's creative team since he joined the label as creative director in 2001, and took the reins as chief creative officer in 2009. In a statement released by the brand, Bailey described himself as 'humbled' after being offered the role, which he took up in mid-2014 when current CEO Angela Ahrendts departed for Apple. During his tenure at the brand, Bailey has made Burberry one of the most influential labels in the world thanks to his uncanny knack for knowing what women want before they know themselves. The great and good of fashion and showbiz (L-R) Cara Delevingne, Mila Kunis and Rosie Huntington-Whiteley, gathered to help Bailey celebrate . (L-R) Brooklyn Beckham, Cruz Beckham, Victoria Beckham, Romeo Beckham, Harper Beckham, David Beckham, editor-in-chief of American Vogue Anna Wintour and Julia Corden sat front row at the event . Since becoming creative director in 2001 after a stint at Gucci, the label has gone from strength to strength, but that hasn't stopped Bailey from taking time out to encourage up-and-coming talent from making the most of their skills. Along with mentoring fashion students from the University of Huddersfield and the Royal College of Art, Bailey and Ahrendts together launched the Burberry Foundation - a project that encourages young people around the world to realise their potential through creativity. At every show, he calls on fledgling musicians to perform - and his alumni, including Tom Odell, Paloma Faith and George Barnett, have all gone on to greatness. Christopher Bailey's meteoric rise through the ranks at Burberry hit new heights after the Yorkshire-born designer was named CEO at just 42-years-old back in October 2013. Left: with the Beckhams at the launch of Romeo's Christmas campaign for the brand, and, right, with Cara Delevingne and Jourdan Dunn; two models he has long championed . Prince Charles is presented with a gabardine walking jacket by Burberry's Christopher Bailey as the Prince officially opened the new Burberry global headquarters in London back in 2009 . And then there's the models. Bailey snapped up Rosie Huntington-Whiteley, Jourdan Dunn, Lily Donaldson, Cara Delevingne, Douglas Booth and Eddie Redmayne before anyone else had clocked onto them. He counts Sienna Miller, Suki Waterhouse, Naomi Campbell and Kate Moss among his most recent clothes horses - and counting. One of his biggest - and most talked-about - coups was snapping up Romeo Beckham to front two of his campaigns. Bailey is good friends with Romeo's mother, fellow designer Victoria, so there's little wonder the pair were introduced. Indeed, Romeo is one sixth of the UK's most famous family, so it's no surprise that Romeo  holds some pretty substantial pulling power. In fact, thanks to his  Burberry advert, sales of the brand's classic £1,500 trench coats shot up a substantial 10 per cent. The fashion label credited the 12-year-old son of David and Victoria for its rise in sales in the US, Europe and the Middle East after he starred in their Christmas advert last year. The advert, which was first released in November, was the first-ever Christmas campaign for Burberry and starred Romeo alongside 50 dancers all clad in the beige trench coats. Such was his popularity in the film called From London With Love that it was watched nine million times after being released. Christopher Bailey has plenty of friends in high places, including Jemma Kidd, Anna Wintour and Evgeny Lebedev and Arthur Wellesley, Earl of Mornington . Bailey, seen with Will.I.Am, described himself as 'humbled' after being offered the role, which he took up in mid-2014 when current CEO Angela Ahrendts, left, departed for Apple . Of course, Bailey has put his golden touch on the clothes, too. This week it was revealed that sales of the brand's poncho carrying a personal monogram and costing more than £1,000 have been central to a sales boom at the very British prestige brand. The ponchos - together with heritage trench coats and scarves - have boosted Burberry sales by 10 per cent over the winter. The wool-and-cashmere designs, which were first modelled on the catwalk by Cara Delevingne, were a huge success among celebrities before Christmas. Famous names including Victoria Beckham, Rosie Huntington-Whiteley, Sienna Miller and Sarah Jessica Parker were all seen sporting the ponchos, each monogrammed with their initials. The firm said its scarves and trench coats were a hit with customers and ‘investment and innovation in ponchos drove exceptional growth. The British brand has become a global success with sales up 10 per cent for the six months to the end of March compared to the year before, taking from up to £1.42 billion . Chief financial officer, Carol Fairweather, described the impact of the ponchos as ‘phenomenal’ and suggested new variants are in the pipeline adding: ‘There’s lots more to come from the poncho story.’ The British brand has become a global success with sales up 10 per cent for the six months to the end of March compared to the year before, taking from up to £1.42 billion. Sales were particularly strong in the UK and Europe, not least because hordes of tourists from China flocked here to buy designer clothes and bags. Burberry saw ‘double digit’ sales growth in the United States and Europe and trading was particularly buoyant in Britain, France and Italy, from both locals and tourists. One of his biggest - and most talked-about - coups was snapping up Romeo Beckham to front two of his campaigns, which boosted the brand's trench coat sales . Burberry's iconic ponchos  have boosted Burberry sales by 10 per cent over the winter. The wool-and-cashmere designs, which were first modelled on the catwalk by Cara Delevingne, front, were a huge success among celebrities before Christmas . Richard Hunter, of Hargreaves Lansdown Stockbrokers, said: ‘Burberry remains in fashion following a trading update which underscores its ability to capitalise on its chosen markets. ‘The overall picture is extremely healthy – the strength of the digital contribution, particular product growth in the likes of the iconic trench coats and scarves and pleasing performances from the Americas and most of Europe. ‘In addition, the company is well positioned for future, selective growth in terms of both stores and lines, such as beauty. ‘It seems that everything about Burberry is premium – its brand, its products and perhaps of late its share price – a 25 per cent increase over the last year compares to a 7.5 per cent rise for the wider FTSE100.’ Burberry was founded in 1856 but has moved with the times under Bailey, who understands how to use technology and social media to the brand's advantage. The brand's flagship Regent Street store in London is case in point. It's not just a place to shop but a hub of new technology with interactive mirrors, concert-quality sound systems and giant screens streaming their catwalk shows - as is the Burberry Beauty Box in Covent Garden. Bailey also allows customers the chance to purchase items straight from the runway at his shows, livestreams the events and this week launched a Snapchat account, featuring surprise visits from members of the Burberry family including Cara Delevingne, Naomi Campbell and Jourdan Dunn. The platform revealed real-time content from the event on Thursday night, including live arrivals on the red carpet and front row reactions. Speaking to MailOnline, Bailey said: 'It's all about involving people around the world and making them feel part of the experience - even if they can't be there in person. He said: 'It's about doing something that makes people smile, that makes people want to engage, whether it's online, whether it's physical, whether it's at the show like this.' Bailey always manages to draw in the starriest of front rows (L to R) Actress Maggie Gyllenhaal, singer Sam Smith, model Cara Delevingne, model Jourdan Dunn, model Kate Moss, fashion photographer Mario Testino and model Naomi Campbell at the Burberry Prorsum AW 2015 show . Christopher Bailey was born in West Yorkshire in 1971 to a carpenter father and a mother who worked as a window dresser in Marks & Spencer. Despite his country roots, fashion always called to Bailey and in 1994, he graduated from the Royal College of Art in London. His career began with a role at Donna Karan in New York but he moved on after just two years, having been offered a senior role at Gucci. After five years in the job, Burberry came calling with Bailey tasked with turning the creative direction of the then ailing fashion house around. Working closely with Angela Ahrendts, Bailey's vision struck a chord with buyers, press and fashion fans alike and the brand has gone from strength to strength during his tenure. Awards for his work have ranged from an honorary doctorate from his alma mater, London's Royal College of Art, to a prestigious CFDA gong in 2011. In his role as Chief Creative and chief executive officer, a new title created especially for him, Bailey is responsible for everything from the design of Burberry collections and products to advertising, corporate art direction and even architectural design. If his success so far is anything to go by, it's going to be a very triumphant future for the A-list-loved brand. Christopher Bailey with his partner Nigel Woods at the 60th London Evening Standard Theatre Awards .
target: Over 700 guests attended the London in Los Angeles event on Thursday .
  A-listers toasted Bailey's new Beverley Hills flagship .
  Bailey was made CEO at age of 42 in 2013 and has boosted brand hugely .
  Has tapped biggest supermodels and musicians for campaigns and shows .