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The French luxury brand Courrèges has just appointed Adrien Da Maia – former head of the Parisian label Surface to Air – as its new CEO. An election that appears to be a way for the 1960s emblematic fashion brand to provide concrete answers to the devastating Covid-19 crisis, even if it still refuses to comment on its future projects.
Founded in 1961 in Paris by lovers and fashion enthusiasts André and Coqueline Courrèges, the Courrèges house, known for its miniskirts, long white boots and trousers, elected a well-known figure in fashion and luxury to head the brand last March: Adrien Da Maia, who has just taken up his post.
Director of Development and then General Manager of the French ready-to-wear brand Surface to Air between 2010 and 2015 before its liquidation in 2016, Adrien Da Maia was then until 2019 in charge of the American markets for French acoustic engineering specialist Devialet, the world’s most award-winning startup for its innovations in sound.
With a degree from HEC Paris and a former internship at LVMH, Adrien Da Maia looks like the perfect CEO: a specialist in the financial and commercial market, a fine connaisseur of the fashion industry but also of technological engineering.
But at a time when the coronavirus is raging around the world, deeply weakening the fashion and the luxury industry, the challenges are numerous for the French label Courrèges and will be even more so for the young Frenchman Adrien Da Maia.
As the House’s new CEO, he succeeds Christina Ahlers, former director of luxury brand Acne Studios, who left her post at Courrèges shortly after the official announcement of the departure of creative director Yolanda Zobel, who had been hired in February 2018.
Zobel’s mission was to give a new creative impetus to the brand, which was on the verge of bankruptcy. Indeed, shortly before, in September 2017, Artemis, the holding company of the Pinault family, had taken 100% control of the Courrèges house, while the company posted a net loss of 18.4 million euros for the year 2017.
The name of the next artistic director who will succeed Christina Ahlers has yet to be announced.
For its part, Artemis has declined to comment on the appointment of Adrien Da Maia so far and is currently focusing on managing the day-to-day business in the midst of the Covid-19 crisis.
Read also > Covid19 : le milliardaire canadien Lawrence Stroll devient le nouveau patron d’Aston Martin
Featured photo : © Courrèges
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The French luxury brand Courrèges has just appointed Adrien Da Maia – former head of the Parisian label Surface to Air – as its new CEO. An election that appears to be a way for the 1960s emblematic fashion brand to provide concrete answers to the devastating Covid-19 crisis, even if it still refuses to comment on its future projects.
Founded in 1961 in Paris by lovers and fashion enthusiasts André and Coqueline Courrèges, the Courrèges house, known for its miniskirts, long white boots and trousers, elected a well-known figure in fashion and luxury to head the brand last March: Adrien Da Maia, who has just taken up his post.
Director of Development and then General Manager of the French ready-to-wear brand Surface to Air between 2010 and 2015 before its liquidation in 2016, Adrien Da Maia was then until 2019 in charge of the American markets for French acoustic engineering specialist Devialet, the world’s most award-winning startup for its innovations in sound.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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[/vc_cta][vc_column_text]Featured photo : © Courrèges[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”customer”][vc_column][vc_column_text]
The French luxury brand Courrèges has just appointed Adrien Da Maia – former head of the Parisian label Surface to Air – as its new CEO. An election that appears to be a way for the 1960s emblematic fashion brand to provide concrete answers to the devastating Covid-19 crisis, even if it still refuses to comment on its future projects.
Founded in 1961 in Paris by lovers and fashion enthusiasts André and Coqueline Courrèges, the Courrèges house, known for its miniskirts, long white boots and trousers, elected a well-known figure in fashion and luxury to head the brand last March: Adrien Da Maia, who has just taken up his post.
Director of Development and then General Manager of the French ready-to-wear brand Surface to Air between 2010 and 2015 before its liquidation in 2016, Adrien Da Maia was then until 2019 in charge of the American markets for French acoustic engineering specialist Devialet, the world’s most award-winning startup for its innovations in sound.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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[/vc_cta][vc_column_text]Featured photo : © Courrèges[/vc_column_text][/vc_column][/vc_row]
