New task for designer Daniel Fletcher

Chinese brand Mithridate has appointed Daniel Fletcher as its new creative director.

The British designer, who founded his eponymous label shortly after graduating from Central Saint Martins in 2015, will split his time between China and a London studio, overseeing men’s and women’s collections, leather goods and accessories. Fletcher, who held design positions at JW Anderson and Louis Vuitton before becoming artistic director of Fiorucci, will work closely with Mithridate’s managing director Tina Jiang, who leads operations and business.

The Chinese brand explained that this move is in line with its design strategy to work towards a “stronger global presence that maintains artistic integrity and prioritizes craftsmanship throughout” to further its ambitions of becoming a global brand. Fletcher’s vision for the brand is expected to be unveiled during London Fashion Week in February.

“This is a truly exciting new chapter for Mithridate as we connect East and West and present a new vision to our customers,” said Jiang. “I have always loved British culture, so it makes sense that I would want to bring in a creative director like Daniel, who not only has a lot of experience in the global fashion industry, but also great taste that I admire.”

Daniel Fletcher is set to drive the creative vision for Chinese brand Mithridate

To coincide with the appointment, Mithridate has launched a new campaign featuring British model Alexa Chung, photographed by Fabien Kruszelnicki in New York and drawing inspiration from ’90s leisure catalogs and athlete portraits. Fletcher explained that Chung was chosen for the campaign because she represents the Mithridate woman he envisioned when designing. In addition, Mithridate also unveiled a new logo with an “M”.

“I am extremely grateful to begin this new chapter of my career with the absolute trust of the entire Mithridate team. “My aim is to create a new legacy that brings together influences from my British culture and heritage and combines them with the remarkable Chinese craftsmanship that Mithridate has access to,” said Fletcher. “This feels like a unique position to be in I present new ideas of my own and develop an identity that is not heavily influenced by an archive, but allows me to expand my vision while exploring new technical areas thanks to Mithridate’s established infrastructure.”

Mithridate was founded in London in 2018 and is headquartered in Guangzhou, China. The brand opened its first store in Shanghai in 2022 and now has seven stores in China.