Alexandre Arnault is starting to build out his team at Rimowa.

He has appointed Hector Muelas, who rose to prominence in fashion as chief image officer at Donna Karan International, as chief brand officer of the German luggage maker.

Rimowa’s joint chief executive officer, Arnault has charged Muelas with heading global brand marketing and communications, which spans advertising, “visual experience,” digital, public relations, media and brand partnerships.

Muelas is to supervise a department that will merge marketing and public relations teams, and report to Arnault, who is also son of luxury magnate Bernard Arnault, chairman and ceo of LVMH Moët Hennessy Louis Vuitton.

Muelas exited DKI, then part of LVMH, in March 2016, and went on to become vice president of content and digital creative at LVMH.

He had joined at the same time Maxwell Osborne and Dao-Yi Chow, creative directors of DKNY, came on board. The design duo exited in December, a few months after LVMH sold DKI to G-III Apparel Group.

Muelas had joined DKI from Apple, where he was creative director, worldwide marketing communications in charge of leading the global brand marketing initiatives for Apple Watch. Earlier, he held creative and executive posts at Creative Artists Agency in Los Angeles and Wieden + Kennedy in Amsterdam, where he developed creative campaigns for such brands as Nike and Coca-Cola.

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