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By Dominique Vidalon
PARIS, March 17 French luxury and sports group
Kering said on Friday it has picked Fabrizio Malverdi,
the CEO of lingerie label Agent Provocateur, to head its Italian
high-end tailor Brioni.
As Brioni's CEO, Malverdi, who previously led Dior Homme,
Givenchy, and John Galliano, will take charge of the
international expansion of the suitmaker that once clothed James
Bond, the statement said.
Malverdi is joining Brioni as Agent Provocateur was sold
earlier this month to Mike Ashley, owner of UK's Sports Direct
, after going into administration.
Malverdi had been hired in April 2016 in an attempt to turn
around the struggling lingerie label Agent Provocateur, which
was hit by a downturn in luxury spending and an accounting
An Italian national, Malverdi will replace Gianluca Flore
at Brioni, who left the group in February four months after the
departure of the brand's creative director Justin O'Shea.
O'Shea had undertook an unexpected gothic revamp at the
classic Italian tailor which was founded in Rome in 1945. He
enlisted rock band Metallica to front a campaign but left after
only six months in the job. Brioni has yet to fill that
Kering bought Brioni in 2011. The group does not publish
individual figures for its smaller fashion brands, but Brioni
has suffered from a drop in tourist traffic in Europe and
Russian demand due to the rouble's devaluation. It has also had
to cut jobs in the past year.
Brioni employs 1,200 people against 1,800 when it was bought
(Reporting by Dominique Vidalon; Editing by Elaine Hardcastle)