MILANJames Long has been named creative director of the Iceberg men’s line and will present his first collection for the Italian brand in January for the fall 2016 season.

“His sportswear aesthetics, the innovative way he treats knitwear, his passion for prints and the use of technical materials make James Long the right designer for the Iceberg Uomo collection, bringing forward the DNA of the brand, rich in research, craftsmanship, knitwear, color and fun in the full respect of Made in Italy,” said Paolo Gerani, chief executive officer of parent company Gilmar.

The British designer, 34, lives in London, where he launched his namesake men’s wear brand in 2011. Long completed a master’s degree at the Royal College of Art and made his catwalk debut for fall 2008, passing through the Man, NewGen and Fashion Forward sponsorships. He shows at London Collections: Men and for spring 2016, WWD reported that Long “cleverly translated” the [George, Prince of Wales] Prince Regent’s “flamboyant style” into a ”mishmash of prints, textures and colors for his psychedelic modern peacocks.”

At Iceberg, Long succeeds Federico Curradi, who was appointed the brand’s first men’s wear creative director in June 2013 when Gerani took a step back,  but he had joined the brand as fashion and creative consultant in 2006. Iceberg’s women’s line is designed by Arthur Arbesser.

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