Burberry chief executive Marco Gobbetti has splashed out on £1.2million worth of shares.
The 58-year-old Italian picked up 60,000 shares in the British luxury fashion house at around £20 each.
Gobbetti joined Burberry in July, taking over from long-standing boss and designer Christopher Bailey who is leaving this year.
Fashion stakes: Burberry boss Marco Gobbetti, left, has splashed out on £1.2m in shares
His growth strategy involves closing stores, focusing more on its leather handbags and taking the brand more upmarket.
Burberry also made ex-Givenchy designer Riccardo Tisci its chief creative officer this year.
Tisci, 43, is a former colleague of Gobbetti, who was chief executive of Givenchy from 2004 to 2008.
Burberry’s full-year profits published earlier this month indicated Gobbetti’s strategy was beginning to bear fruit.
Profits came in ahead of market forecasts, up 3 per cent to £471millio.
The better than expected results have helped lift Burberry’s share price which is up around 11 per cent since they were published.