Simon Holloway is to become Agnona’s new creative director, according to well-placed sources. An announcement is expected this week.
As reported, Hogan said Tuesday that it was parting ways with Holloway at the end of a two-year agreement with the British designer, and in keeping with the Italian company’s strategy to set up temporary collaborations with international designers.
Holloway’s first collection for Agnona, which is a women’s-only line, will bow for fall 2016. He will report to Agnona’s chief executive officer Alessandra Carra and succeeds Stefano Pilati, who exited the company in July but continues to be head of design at Ermenegildo Zegna. Agnona is controlled by the Italian men’s wear powerhouse.
A former Jimmy Choo designer, Holloway joined Hogan in January 2014, establishing it as more than an accessories brand, showing comprehensive collections, researching fabrics and adding a contemporary, fashion edge to the label. Prior to Jimmy Choo, Holloway worked for brands such as Narciso Rodriguez, Ralph Lauren, Michael Kors and Richard Tyler.
Tapping Holloway marks the Zegna group’s intention to continue investing in building the label.
Agnona was founded in 1953 and has been controlled by the Zegna Group since 1999, which is pursuing an expansion of the brand globally, leveraging the quality of its textiles and heritage.
Pilati’s first collection for Agnona was presented in September 2013 and the designer turned the brand into a seasonless line that was available for purchase on the spot and expanded the product categories to include handbags. Credited to the design studio, the collection for spring was a classic lineup inspired by the North Africa of Paul Bowles including safari jackets, pale colors and abstract jungle prints.
Hogan is controlled by Tod’s SpA and is the group’s second most important brand in terms of sales volumes. In the first nine months of the year, Hogan reported a 3.1 percent increase in revenues to 176.8 million euros, or $198.02 million. Hogan has been expanding outside Italy and registered positive results in all markets, including greater China, in the period.