Mike Amiri gives up the executive chair.
Amiri was creative director and CEO of his fashion label of the same name for nine years. Adrian Ward-Rees is now taking on the role of managing director.
Ward-Rees, who most recently served as senior vice president at Burberry for three years, will assume his new role on April 1. His job will be to uphold the brand’s “California luxury identity” and raise awareness around the world, the US brand said on Thursday.
The company, which has been part of the OTB Group since 2019, will strengthen and consolidate the many years of professional experience of the designated managing director in the fashion and luxury goods sector, as well as show new opportunities, according to the announcement.
“I look forward to continuing to grow the business, developing retail presence and categories in careful alignment with the Amiri universe,” said Ward-Rees. Last July, the US brand opened its first international monobrand store in the Chinese metropolis of Shanghai. At that time, the label emphasized that the opening of the flagship marked the starting signal for the “ambitious global retail roll-out”.
Before joining Burberry, he was Managing Director at Dior Homme and has also worked for companies such as Speedo and Nike.
Amiri himself will devote himself entirely to his role as creative director in the future. “Since the founding of the company, I have had to carefully balance my time between my roles as chief executive and creative director,” said Mike Amiri. “Going forward, I can focus more on creatively directing the brand and expanding the world of Amiri. ”