Laure de Sade to Design See by Chloé

She will start work on the summer 2012 collection of the fashion house's contemporary line.

PARIS — Chloé is putting more design muscle behind its contemporary See by Chloé franchise, tapping a key talent from Isabel Marant, WWD has learned.

This story first appeared in the March 7, 2011 issue of WWD.  Subscribe Today.

The move adds another young designing woman to the fashion house, part of Compagnie Financière Richemont SA. Hannah MacGibbon has been Chloé’s creative director since 2008 and is slated to parade the label’s top collection on the runway here today.

Laure de Sade has been named design director of See by Chloé, effective March 28. It is understood she will start work on the summer 2012 collection.

Previously, de Sade was first assistant on the Isabel Marant and Etoile labels. A 2002 master’s in women’s wear graduate from London’s Central Saint Martins, de Sade has also designed ready-to-wear collections for French contemporary chain Et Vous.

Upon graduation, she received a grand prize at the International Festival of Fashion in Hyères, France.

“The arrival of Laure demonstrates the strategic importance of this contemporary line for the Chloé house,” said Geoffroy de la Bourdonnaye, who joined Chloé International as chief executive officer last August. “I know that Laure, being French and educated in London, will bring a new expression and silhouette to this effortless and free-spirited feminine line.”

De Sade said she aims to bring “a new touch of femininity and modernity” to the line, launched in 2001 under then-design director Stella McCartney.

Italy’s SINV SpA holds the license for production of See by Chloé ready-to-wear, and also handles distribution for all but certain European markets.

Bags, shoes and jewelry under the label are produced and distributed in house.