AMIRI appoints former Burberry SVP Adrian Ward-Rees as CEO

AMIRI, the fashion label renowned for its skeleton trainers, has the appointed Burberry’s former Senior Vice President Adrian Ward-Rees as Chief Executive Officer, effective 1 April 2023.

Adrian Ward-Rees established an early career in fashion as a buyer and merchandiser at Selfridges, going on to work with Nike and Speedo before transitioning in to the luxury market.

He was previously the Managing Director at Dior Homme and later moved on to the position at Burberry, which he held for three years. Adrian brings over 30 years of experience in the fashion and luxury goods sector to his new role at AMIRI.

Mike Amiri, who got his start in fashion by creating bespoke pieces for musicians like Axl Rose and Steven Tyler, commented: "Adrian has strong and holistic expertise in all facets of the business.

"His thoughtful insight within the luxury sector combined with a modern approach made him the best candidate to drive the continued growth at AMIRI."

According to the company, Adrian’s vision is to embrace AMIRI’s Californian identity while increasing global awareness. He has a deep understanding and respect for the brand culture.

With Ward-Rees’s appointment, Founder Mike Amiri will focus on his role as Creative Director, guiding the artistic vision of the house and exploring and developing the accessories and womenswear lines as well as new categories.

Adrian Ward-Rees said: "I am thrilled to join AMIRI. Mike has built an incredible brand with a real connection to youth culture and modern luxury. I look forward to growing the business further, building its retail presence and the categories in careful alignment with the AMIRI universe."