LONDON — Nicole Farhi has named Joanna Sykes its creative director, a new role at the London-based company.

Sykes, who was most recently design director at Aquascutum, will take up the role on Sept. 1 and present her first Farhi collection for the fall 2013 season.

Nicole Farhi, the label’s founder, remains a significant shareholder and a “key partner” in the business, the company said in a statement. Farhi described Sykes as “the perfect appointment” for the brand.

“Nicole Farhi has always been about timeless style and effortless elegance,” said Farhi. “Jo understands these qualities and brings a fantastic eye for detail, as well as a great understanding of cut, proportion and fabrication.”

Sykes, a Central Saint Martins graduate, has also held design positions at Giorgio Armani and Alberta Ferretti, and for more than three years ran her own label, Sykes, which focused on silk separates.

Sykes called Nicole Farhi “an iconic British brand with fantastic heritage and enormous potential.”

The Farhi company also said that Francois Steiner, who was announced as interim chief executive officer of Nicole Farhi last May, would remain at the firm permanently as ceo.

Steiner, who replaced Niki Scordi at the management helm, has previously served as managing director of Sonia Rykiel, ceo of Kenzo’s fashion division, managing director of Thomas Pink and president of Louis Vuitton Europe.

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