By  on March 19, 2010

LONDON — Graeme Fidler and Michael Herz have been named Bally’s new creative directors, and will unveil their first full collection for the fall-winter 2011 season.

The appointment confirms a report in WWD last week.

Bally chief executive officer Berndt Hauptkorn said the designers will oversee all creative aspects of the brand, which is sold in some 700 doors worldwide, and be charged with making the Swiss label “modern, contemporary and cool — with a northern European vibe.”

“They will be 100 percent committed to Bally,” Hauptkorn said during an interview at Bally’s offices here. He said the brand’s outgoing creative director, Brian Atwood, would not remain as a consultant at Bally, quashing market reports.

Hauptkorn said Bally would “remain focused on shoes. Shoes are part of our heritage and they are our perceived strength, and from that basis we can grow into other categories.” About 50 percent of the business comes from footwear, with the remainder in accessories and ready-to-wear.

Fidler and Herz resigned earlier this month as head of men’s wear and women’s wear, respectively, at Aquascutum. Herz said he and Fidler would bring their experience at Aquascutum — a British heritage brand — to bear on Bally.

“I think we learned how not to get too bogged down by an archive, but how to take inspiration from the past and make a brand modern and relevant,” Herz said.

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