LONDON — Willy Lima has been named director of Gucci Group’s VIP client services in the U.S., a new post, the company said Friday.

Lima will focus on the Alexander McQueen, Balenciaga and Stella McCartney brands, and will report to James McArthur, Gucci Group executive vice president and president of the emerging brands division. Lima, who begins work today, is the former director of couture strategy at Christian Dior Inc., the U.S. subsidiary of Christian Dior Couture, where he worked since March 2000.

Before that, Lima had a brief stint as merchandise manager and director of sales for Jeffrey New York, but he is probably best known for his 12 years at Bergdorf Goodman, where he was couture director and known as the store’s wardrobe guru. He built a multimillion-dollar following and worked closely with the retailer’s elite clientele.

Before Bergdorf’s, he worked for Neiman Marcus and Charivari.

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