BERLIN — Escada AG has named Damiano Biella to the new position of creative director.
The appointment confirms a WWD report on Sept. 6 that the 35-year-old Italian was possibly heading to the German fashion house following his resignation as Valentino’s design director.
Biella’s appointment is effective Oct. 1 and ushers in a new design era for Escada. He replaces design director Brian Rennie, who had overseen the development of the Escada collections since 1994.
Biella, who had been seen as a potential internal candidate to succeed Valentino upon his eventual retirement, joined the Roman fashion house in 2003. He was responsible for the development of the Valentino couture, ready-to-wear, Roma and Uomo lines, as well as the license business. He also had creative responsibility for the ad campaigns and the presentation of the Valentino lines to retailers and media. Prior to joining Valentino, he worked at Carolina Herrera for five years, and earlier worked for Celine and Gucci.
“In Damiano Biella, we have won a renowned and internationally experienced creative director with a distinctly feminine signature,” said Escada chief executive officer Frank Rheinboldt in a statement. “With Damiano Biella, we want to open a new era in the design of the Escada brand. The brand has to be developed further in the spirit of the age.”
Biella said “it is an exciting challenge to give the Escada look an emotional and fashionable new luxurious definition.”