Stella McCartney appoints new CMO

Stella McCartney has named Peter Chipchase, formerly of Soho House, as its new chief marketing officer.

Chipchase has spent the last seven years with the private members' club as chief communications and strategy officer and in his new role he will be responsible for leading the communications, marketing, social media and visual teams to "develop and deliver a performance-driven, strategic and innovative global communications and marketing plan across brand and product".

Based from its London headquarters, he reports to the sustainable luxury brand's CEO Gabriele Maggio as well as its founder Stella McCartney. Maggio said he was attracted to Chipchase's fresh perspective having come from outside of the fashion industry.

“COVID-19 has changed how the fashion and luxury industry is looking at how it does things, so there is no better time to come in and help shape that future,” Chipchase added.