PARIS — French Space Age brand Courrèges has named Lionel Giraud chief creative officer of its newly created Atelier Design André Courrèges, charged with overseeing the creation of everything from trapeze dresses to electric cars.
Giraud comes from a watch and jewelry background, having held several marketing positions at Cartier before becoming vice president and creative director of Chaumet watches.
Courrèges’ owners and co-presidents Jacques Bungert and Frédéric Torloting said Giraud would oversee 10 creative people, ranging from stylists to graphic designers, working with external partners on a range of projects as part of their plan to rejuvenate the brand, which they bought in 2011.
“Lionel does not come from a fashion background. We were looking not for a creative director, but for a real manager capable of channeling energies and talents, and of inventing with us a more open creative approach bringing together expert know-how to pursue innovation,” the duo stated.
Best known for streamlined, geometric designs that ushered in the miniskirt, Courrèges is celebrating its 50th anniversary with a series of special events, including the launch of a new fragrance, Blanc, in April. Its future projects include ready-to-wear, leather goods, eyewear, architecture, design, music and electric cars.