SKIMS appoints ex Levi's Chief Merchandising Officer as it drives global growth

SKIMS has appointed Dawn Vitale as its new Chief Merchandising Officer, bringing in a seasoned executive with a proven track record of scaling global brands. She joins from Levi Strauss & Co., where she spent six years rising to Chief Merchandising Officer for Levi’s. 

Vitale will lead SKIMS’ global merchandising strategy, driving innovation across core categories, refining product assortments, and supporting the brand’s continued international expansion.

At Levi's, she led initiatives that expanded the brand across women’s and lifestyle categories, strengthened its global presence and diversified the portfolio beyond denim. Her earlier experience includes leadership roles at PVH Corp. and nearly a decade at Gap.

"We are thrilled to welcome Dawn as our new Chief Merchandising Officer," said Jens Grede, co-founder and CEO of SKIMS. "Her understanding of both data and design, combined with a passion for elevated product experiences, makes her the ideal leader to help SKIMS evolve its core offering while expanding thoughtfully into new categories and markets."

Vitale added: "I’m honoured to join SKIMS, a brand that has redefined innovation in fashion. I’m excited to build on its strong foundation by advancing the merchandising vision, delivering product assortments that connect deeply with consumers, and helping shape the brand’s next phase of global growth."

The appointment comes as SKIMS continues to accelerate its global footprint, building on the recent hire of Robin Gendron as President of Europe, Middle East and Africa (EMEA). Gendron, formerly of Michael Kors, is leading the brand’s expansion in EMEA, including the launch of SKIMS’ first standalone store in London on Regent Street in summer 2026.

This is complemented by the appointment of Diarrha N’Diaye, founder of inclusive beauty brand Ami Colé, who was  named Executive Vice President of Beauty & Fragrance of SKIMS Beauty. Here, she will oversee product development and brand strategy for the rapidly expanding label.