Aug 30, 2019 | By Maria Florencia Ameneiros
Jean-Paul Goude, the man best known for his artistic and pop culture work, has been named as Desigual’s first-ever artistic director as the brand seeks to enter the style-influencer club.
The 33-year-old firm is known for its love of print and pattern, and has now linked up with the 76-year-old French photographer, illustrator, filmmaker and former Grace Jones collaborator.
The move comes after the company surveyed 16,000 of its own customers who said that the brand offers too much of the same, and it’s certainly not doing that with this appointment.
It said this unusual linking of pop and high culture with mainstream fashion would not see Goude actually acting as creative head of design, but he now has a three-year remit to overhaul Desigual’s image and inject some excitement into its advertising and other media campaigns, as well as the look and feel of one of its stores.
And while Goude’s remit isn’t design, with a clear eye on the publicity this appointment will generate, he has created one capsule collection that will be unveiled on the first day of New York Fashion Week.
Desigual has around 500 stores in more than 100 Countries with revenues heading towards €900m. It has taken part in NYFW since 2013.
The move follows a raft of appointments (some successful, some not) of non-designers in leading creative roles at retailers and brands. Rihanna is now creative director at Puma, and nobody can forget street-style star and former MyTheresa buying chief Justin O’Shea’s short-lived role as creative director at Brioni.
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