LONDON — Asprey has a new creative director, and he comes straight from the design studio of Sir Paul Smith.

The luxury goods firm has named Hakan Rosenius as creative director, a new position. Previously, Asprey had split the creative duties among a design team that included Hussein Chalayan for ready-to-wear, Alessandra Gradi for jewelry and Thierry de Baschmakoff for home accessories.

Rosenius, who begins work in mid-July, will report directly to Asprey’s chief executive, Gianluca Brozzetti. He will be in charge of design, marketing, advertising, promotion and visual merchandising.

For complete coverage, see tomorrow’s issue of WWD.