HBC sees Burstell engaged in bringing innovative concepts to all of its divisions.
A product and marketing executive at Yves Saint Laurent, he will take over Isabelle Guichot's role.
The brand said Thursday it will continue to open as many as 10 stores in Mainland China each year, in line with its original strategy.
She’ll work with creative director Stephen Gan, her collaborator on Fashion Book, on several stories a year.
Blake Lively, Elle Fanning, January Jones and Diane Kruger attended the event.
The brand that launched online first is building its retail business.