Moving into its third decade in business, Dana Buchman is turning a page.

Next fall’s collection will be the first designed with Max X. Wilson as creative director. Wilson may be best known in industry circles for his 11-year stint at Polo Ralph Lauren. He is expected to bring a more modern edge to the bridge brand, which has lost some luster in recent years and faced challenges at retail.

“Now that we are a lifestyle brand, I wanted someone to bring this fresh perspective,” said Buchman, who serves as vice president of design. “We share the same philosophy and sensibility for designer clothing.”

Before joining Dana Buchman last November, Wilson held a variety of senior design posts on Seventh Avenue. He joined Sean John as vice president of design for women’s apparel in August 2004 and left in April 2005. Before that, he worked at Polo, where he began as associate designer in 1993, and then succeeded Maggie Norris as vice president of women’s design in 1998. Previously, Wilson had worked on Calvin Klein’s women’s collection.

Most recently, there was speculation that Wilson would take a top design role at John Varvatos. In his new job at Dana Buchman, Wilson will work directly with the namesake founder and report to company president Laura Dubin-Wander.

“He will be concentrating mostly on Collection, making sure that it’s modern, updated and luxurious, while at the same time watching over the Casual and DB Life collections so that they all share the same aesthetic and address the same lifestyle,” Buchman said.

This story first appeared in the January 18, 2007 issue of WWD. Subscribe Today.

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