Irish fashion and lifestyle retailer Primark has appointed Keiron Birch as Director of Womenswear Design to shape the future creative direction of the retailer’s collections.
In this newly created role, Birch will lead Primark’s womenswear, footwear and accessories design teams. He has more than 20 years of experience in the fashion industry. His job is to set the creative direction for all women’s fashion collections and products.
This move is part of the retailer’s continued investment in its womenswear offering. This includes the new ‘Primark Scene’ collection, which is aimed at younger shoppers, as well as the expansion of the upscale, contemporary collections.
In a statement, Primark said Birch has a “strong track record” of creating contemporary fashion and outstanding designs. He previously worked for brands such as Calvin Klein, where he served as Vice President of European Design. At Tommy Hilfiger he was Senior Creative Director for Hilfiger Denim for women and men. He also served as Vice President of Design for Ruehl Women at Abercrombie & Fitch.
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