Perry Oosting.

PARIS — Sonia Rykiel has named Perry Oosting as its new chief executive officer, charged with turning around the loss-making label, according to an internal announcement seen by WWD.

Oosting will also continue in his role as ceo of French footwear brand Robert Clergerie, which like Rykiel belongs to First Heritage Brands, the holding company headed by Jean-Marc Loubier. Oosting joined Clergerie in April 2017, following his work as ceo for the camera company Hasselblad.

He had also served as ceo and president of high-end mobile phone company Vertu, and held managing director roles for Bulgari, Gucci and Prada.

“At Sonia Rykiel, with the impetus of the celebration of the brand’s 50th anniversary, I count on his entrepreneurial spirit and his sense of teamwork to drive and develop the growth of the brand,” Loubier said in a note sent to staff.

Oosting succeeds Eric Langon, who had been at the helm of Rykiel since 2012, leading the brand through a tumultuous period that saw it shutter the Sonia by Sonia Rykiel diffusion line and lay off a quarter of its staff as it moved to reposition its main Sonia Rykiel line in the face of an increasingly competitive market.

Previously chief operating officer at Lancel, at the time owned by Compagnie Financière Richemont, Langon has also held executive roles at LVMH Moët Hennessy Louis Vuitton, including at the Céline and Loewe brands.

Julie de Libran, formerly one of Marc Jacobs’ chief design deputies at Louis Vuitton, has been artistic director of the house since 2014.

Rykiel was one of the last remaining independent French fashion brands when the founding family in 2012 sold an 80 percent stake to Fung Brands, an investment company backed by Hong Kong billionaires Victor and William Fung.

Now known as First Heritage Brands, it is also the holding firm for Belgian leather goods firm Delvaux, in addition to Clergerie.