PARIS — Viktor & Rolf BV has named Birgit Adels its new chief executive officer, WWD has learned.
Adels, who headed Prada in Northern Europe from 2002 to 2006, joins the Dutch fashion house from EMI Music, where she was president and ceo for Germany, Austria and Switzerland. She succeeds Joost Van Vollenhoven at the management helm of the company, controlled by Renzo Rosso’s Only The Brave holdings.
In a statement, designers Viktor Horsting and Rolf Snoeren said Adels’ experience in the luxury market would “help us steer the brand to even bigger success.”
Adels will be based at Viktor & Rolf’s Amsterdam headquarters and manage its worldwide development and operations, the company said.
The designers burst on to the international fashion scene in the late Nineties with their spellbinding couture presentations, including one based on atomic-bomb silhouettes. They launched ready-to-wear in 2000, followed by men’s wear, shoes, silk accessories and eyewear.
With fragrance partner L’Oréal, Viktor & Rolf plans to launch a new women’s scent this fall after Flowerbomb in 2005 and Antidote for men in 2006.