Paris — French men’s wear label, De Fursac on Tuesday named Guillaume Lemiel as its new creative director.

“De Fursac is known mostly for its tailoring, I want to help build a new image,” said Lemiel, a graduate of L’école Parisienne des Arts Appliqués. The designer’s debut fall/winter ’09/’10 collections will hit stores this summer.

Prior to joining De Fursac Lemiel, 29, cut his teeth as an assistant stylist at Balenciaga Homme before going solo with his eponymous collection.

In a statement the company said Lemiel would bring a “modern touch” to the label. Founded in 1973 by the Laufer brothers the company was purchased by French entrepreneur Edmond Cohen in 1990.

De Fursac operates three Paris boutiques, one store in Lyon and corners in Printemps and Galeries Lafayette.