Joe Fresh, tapping the designer market to bolster its moderate-priced collection, has named Henriette Ernst senior vice president of women’s design.

This story first appeared in the December 17, 2014 issue of WWD. Subscribe Today.

It’s a new position whereby Ernst will be based at the brand’s New York design studio and report to Joe Mimran, creative director, and Mario Grauso, president.

“We are excited to have Henriette join Joe Fresh in this important position overseeing women’s design. She brings with her a rigorous and thoughtful design vision that has been honed at some of the industry’s most respected brands, including Calvin Klein, Céline and Jil Sander,” Mimran said. “This rich and deep experience will play an important role in refining our women’s offerings as we continue to expand our retail footprint globally.”

Ernst said it was too early to discuss specifically how she could influence the collection. “Joe needs other people on board to execute his vision and keep the quality and standards he wants. The vision from Joe is already very strong. I really like good comfortable casual clothes with beautiful elevated colors and perfect fit.”

She did say in certain categories “there absolutely could be some improvement” and cited the possibility of creating some dressier items. Ernst said, like Mimran, she draws inspiration from modern art. She also is inspired by the Bauhaus and Berlin street scenes of the Seventies and Eighties.

Ernst has more than 20 years of experience in design and branding. She was vice president and design director at Calvin Klein Collection for three years, working with creative director Francisco Costa. Earlier, she was head designer of fabric and material development at Céline, where she collaborated with Phoebe Philo on the creation of exclusive material and color concepts. Before that, she had a similar role at Jil Sander as head designer of fabric and material development, working with designer Raf Simons. She also had design stints at Dries Van Noten, Strenesse Blue and C&A Buying.

Joe Fresh, part of the Loblaw Cos. Ltd. in Canada, offers men’s, women’s and children’s collections including apparel, accessories, footwear and cosmetics.

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