Splendid, a division of Delta Galil Industries Ltd., has named Holly Shapiro creative director.

Shapiro, a 20-year veteran of design, previously served as creative director of private brands for the Gilt Groupe. Earlier, she held design positions at Calypso St. Barth, Haute Hippie, Roller Rabbit, Martin + Osa, Liz Claiborne, Laundry by Shelli Segal and Dana Buchman.

“Holly is both a creative designer and proven leader who will bring fresh, new product strategies and perspective to modernize the Splendid brand,” said Tim Baxter, chief executive officer of Delta Galil Premium Brands, which includes Splendid and Seven For All Mankind. “Her expertise in curating product from her time at Gilt, building a brand from her time at Calypso St. Barth and working with cross-functional partners at Roller Rabbit will be instrumental in repositioning Splendid to accelerate growth.”

Holly Shapiro 

In a recent WWD interview, Baxter said, “Splendid was founded on really luxurious, great quality soft knit pieces. We had somewhat walked away from that. We are back to that being a solid foundation and have relaunched an entire program on the classics.”

“I have long admired the brand for its premium soft Ts and strong loyal base,” Shapiro said. “While leveraging both, I see significant potential to expand the brand and look forward to taking Splendid to new levels of growth.”

Shapiro succeeds Pamella Protzel-Scott, who founded Splendid and was vice president of design and creative director at the brand for more than 17 years. Protzel-Scott will serve as a consultant during a transition period.

Baxter thanked Protzel-Scott for leading Splendid’s design team since its inception. “Her contributions have been extraordinary.”

Splendid started as a premium T-shirt line 15 years ago and now covers several fashion categories. Officials said the brand emphasizes “soft and luxurious fabrics and an uncomplicated, timeless aesthetic.” Splendid operates 22 stores and a few outlets and is sold at upscale department and specialty stores and online.

The $1.4 billion Delta Galil Industries, based in Tel Aviv, Israel, manufactures and markets branded and private-label apparel for men, women and children including bras, shapewear, socks, men’s underwear, babywear, activewear, sleepwear and leisurewear. The company bought Seven For All Mankind, Splendid and Ella Moss brands from VF Corp. in 2016. Delta Galil also owns Eminence Group premium men’s underwear.

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