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.

Rosenius spent the past 23 years at Paul Smith, where he is currently creative director. He has worked alongside Smith on everything from store interiors and merchandising to the packaging, look books and advertising for licensed products such as eyewear, watches, bags and luggage and china tableware.

Before joining Paul Smith, he was a buyer and merchandiser at London retailers Browns and Joseph.

“We are all very excited by the arrival of Hakan Rosenius as creative director,” said Brozzetti in a statement Monday. “His creative experience, style and passion for Britishness and luxury will make a great contribution to the development of Asprey worldwide.”

This story first appeared in the June 20, 2006 issue of WWD. Subscribe Today.

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