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Alaïa appoints Myriam Serrano as CEO

Translated by
Nicola Mira
Published
today Sep 11, 2019
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Myriam Serrano is the new CEO of Alaïa Paris. She formerly worked at Chloé, another label owned by the Richemont group. Serrano took charge of the Parisian couture label last week, and succeeds Alison Sachs, who remains within the Swiss luxury group, for which she will hold another senior executive post.
 

A couture model by Azzedine Alaïa from 2011 - maison-alaia.com


The news, first reported by US magazine WWD, has been confirmed to FashionNetwork.com by Alaïa Paris, which also indicated that the label’s collections have been designed by the internal design studio in the aftermath of the death of Azzedine Alaïa on November 18 2017.
 
A graduate of the HEC business school, Serrano trained at the French Fashion Institute (IFM), before beginning her business career at Céline, where she worked on accessories. In 2006, she joined the Richemont group, specifically Chloé, where she was in charge of the accessories collections.

In 2010, she moved to Nina Ricci, again as accessories director, then returned to Chloé in 2014, where four years later she was promoted communication and accessories director.
 
Ever since Azzedine Alaïa passed away, the Parisian couture label has continued to stage new initiatives designed to perpetuate its founder’s heritage, chiefly exhibitions. Alaïa currently operates two boutiques in Paris (on rue de Moussy and rue de Marignan) and one in London on New Bond Street, and a year ago it launched the maison-alaia.com e-tail site with Yoox Net-a-Porter.
 

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