By  on June 8, 2009

LONDON — Mary-Adair Macaire is ready to breathe new life into Pringle.


The new chief executive officer, who took up her post last September after spending her career at Chanel, told WWD her chief aims are to honor Pringle’s heritage while keeping the brand relevant, fine-tune distribution and better communicate with wholesale and retail customers.

One of her first moves is to pull the brand out of Milan and return to London Fashion Week for its 25th anniversary celebrations in September. Pringle, which is also returning to mark its own 195th anniversary year, will likely remain a fixture on the LFW calendar in future seasons.

“It made sense that if we are a British brand and our history is here, then we should be showing in London,” said Macaire during an interview with Pringle’s creative director, Claire Waight Keller.

Pringle joins Burberry and Matthew Williamson in returning to London to mark the big anniversary. The brand will show during the latter part of the week at a venue to be determined.

Macaire, a Pennsylvania native who was formerly Chanel’s global marketing director responsible for ready to wear, costume jewelry and accessories, has also been working with Waight Keller to reshape the brand’s ads, making the mood more sensual and feminine.

“It felt like the time for a new approach, and we wanted to bring in a different mood — one of sensuality and delicacy, with sultry undertones,” said Waight Keller.

The fall ads were photographed for the first time by Fabien Baron, who has been working on Pringle campaigns for years as artistic director. The black-and-white campaign was shot in a studio under natural light and features models Karlie Kloss and Mark Cox.

“It felt like the time for a new approach, and we wanted to bring in a different mood — one of sensuality and delicacy, with sultry undertones,” said Waight Keller. The campaign will break in the September issues of American and international editions of Vogue.

There are other changes afoot: Macaire has named Benoit Duverger as Pringle’s director of global communications. Duverger, who will take up his post June 15, will also be responsible for the brand’s media buy and report to Macaire. He is creative director of brand communications at Puma AG and has worked for companies including Jil Sander.

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