Looks from the Alaïa archive exhibition at London's Design Museum in 2018.

LONDON — Maison Alaïa has a new chief in Myriam Serrano, who has joined the fashion house from another Richemont-owned name, Chloé.

WWD has learned that Serrano took up the role of chief executive officer earlier this week, and is based in Paris.

She replaces Alison Sachs, who remains at the Richemont group, undertaking other responsibilities. Sachs continues to report directly to Eric Vallat, head of Richemont’s fashion and accessories maisons.

Serrano, who also reports to Vallat, joined Richemont in 2006 as director of accessories collections for Chloé. She was later promoted to Chloé’s director of communication and accessories.

Before joining Richemont, Serrano worked at Celine and Nina Ricci. She holds degrees from IFM, Institut Français de la Mode, and HEC Paris.

The appointment comes as Richemont continues to invest in the future of Alaïa, following the designer’s death from heart failure nearly two years ago.

In addition to supporting a host of exhibitions and events spotlighting the designer’s collections, archive and legacy, Richemont has pushed the business forward in myriad ways.

A year ago, the first Alaïa online store, Maison-Alaia.com, opened in partnership with Yoox Net-a-porter Group, which also belongs to Richemont.

Maison Alaïa operates two brick-and-mortar flagships: A three-story boutique that opened on Paris’ Rue de Marignan in 2013 and a store on London’s New Bond Street, which opened in just a few months after the designer’s death, in early 2018.

Located at 139 New Bond Street, the 6,000-square-foot London flagship spans three floors and was formerly home of the vintage jeweler S.J. Phillips.

The store stocks Alaïa’s full range, including ready-to-wear, shoes, bags, accessories and limited-edition pieces and couture by appointment.

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