The news around Cerruti 1881 and Kent & Curwen has been pretty quiet since they were sold after problems at their previous owner. But now they have a new Chief Creative Officer — “industry veteran” Daniel Kearns — and a big relaunch is on the cards. 

Daniel Kearns – Daniel Kearns

The announcement this week follows the purchase of the two labels by Guangzhou-based fashion company Biem L Fdlkk Garment Co earlier this year.

Biem’s founder Xie Bingzhen said the group is building globally in the luxury sector and “Daniel has the right creative authority to design collections that speak to the target customers of both brands. His experience in sportswear, luxury ready to wear, retail and accessories is exceptional, and we look forward to seeing his first collections come to life in 2024”.

The appointment sees the return of Kearns to Kent & Curwen where he was Creative Director from 2016 to 2021. He’s also held Design Director positions at Alexander McQueen, Saint Laurent and Zegna and has spent the past year as Men’s Design Director at Gucci.  

So there’s clearly both a strong track record in global luxury and a deep understanding of at least one of the brands.

Kearns said he’s “honoured to be appointed Chief Creative Officer.  Cerruti 1881 has such a rich heritage and huge potential to be redefined for a contemporary customer. Returning to Kent & Curwen feels like a wonderful coming home for me”.

He takes up the post next month and the first men’s and women’s collections for both brands will launch in September 2024, at which point the labels will see a major relaunch. 

As mentioned the Biem Group bought them this year and added them to its home-grown brands portfolio.

Originally a company specialising in golf clothing, it became the leading player in the Chinese golf market with a more than 70% market share. Establishing an on-going relationship with the Chinese national golf team in 2013, the company became known globally when it dressed the team for the Tokyo 2020 Summer Olympics. It also owns the Chinese distributed travel and vacation apparel brand Carnaval De Venise. 

It has 1,191 stores nationwide across 31 provinces, autonomous regions and municipalities under the central government in China and an on-going partnership with Tencent to support its online and offline channels. Last year, revenue reached CNY2.885 billion (just over $395million).

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