Mithridate has appointed British designer Daniel Fletcher as its new creative director, effective immediately.
The London-based creative will split his time between China and a London studio and oversee the men’s and womenswear collections, leather goods and accessories.
His will present his debut collection for the brand during next months London Fashion Week.
Fletchers appointment appointment comes as the luxury Chinese fashion house plans to expand globally. Daniel will work closely with the brands CEO Tina Jiang, to ensure “design and strategy align to work towards a greater global footprint”.
Daniel Fletcher said: “I am extremely grateful to begin this new chapter in my career with the total trust of the whole Mithridate team.
“My aim is to create a new legacy that brings together influences from my British culture and heritage and align them with the remarkable Chinese craftsmanship that Mithridate has access to.”
“This feels like such a unique position to be in as I present new original ideas of my own and develop an identity that is not weighted heavily on an archive’s influence but allows me to expand on my vision while also exploring new areas of technique thanks to Mithridate ’s established infrastructure.”
With Tina Jiang adding: “This is a really exciting new chapter for Mithridate as we align the East and West and present our customers with a new vision.”
“I’ve always loved British culture so it makes sense that I would want to bring in a creative director like Daniel who not only has lots of great experience working in the global fashion industry, but who also has great taste that I admire. Our customer knows what they want and I’m certain they’ll get on board with Daniel’s sophisticated design signature.
“Going forward, we want transparency between the brand and a customer as we see they are becoming increasingly more interested in the behind-the-scenes decisions. So, we want to play this game of fashion with them, as, with Daniel on board, we make the most of a great opportunity to make Mithridate a truly global brand.”
To coincide with the appointment, Mithridate has launched a new campaign featuring British presenter Alexa Chung, shot by Fabien Kruszelnicki in New York.
Taking inspiration from 90s-era leisurewear catalogues and heritage athlete portraits, Daniel states that Chung was chosen for the campaign as she represents “the Mithridate woman I imagine when I’m designing”.
