Balmain names Emily V. George president, Americas

By

Jennifer Braun

Published
Jan 5, 2022

French luxury fashion house Balmain has named Emily V. George president, Americas, having stepped into her new role on Monday.  

George is a fashion executive with a long history at Marc Jacobs International, where she started as an account executive in 2003. She went on to become senior vice president, commercial, Americas, and global sales operations. Prior to Marc Jacobs, she was at Helmut Lang, as a buyer. 

Her appointment comes as the luxury brand eyes U.S. growth plans, according to WWD. In George’s position, she will spearhead Balmain’s expansion in the U.S., which is still the luxury brand’s largest retail market, followed by China.

Under the creative direction of Olivier Rousteing, the brand's sales have climbed. In fact, in October, the Q3 Lyst named Balenciaga the hottest brand, followed by Gucci in second place and Dior at number three. 

Rousteing celebrated 10 years at the house in October with a show that was a roaring success for the designer. Today, the brand boasts celebrity clientele and several high-profile collaborations including with Fortnite, as well as with Kanye West on the launch of his Donda album.

Balmain has six freestanding U.S. stores, including two in New York, one in West Hollywood, California, one in Miami’s Bal Harbour Shops, as well as in Las Vegas. It is also available at luxury retailers such as Neiman Marcus, Mytheresa, Nordstrom and Saks Fifth Avenue. The brand has equally experienced robust e-commerce growth via its own website. 

Most recently, last January, the Parisian luxury label named Matthieu Petri group CCO. Prior to that, it appointed Tancrède de Lalun as merchandising director. Balmain was acquired in 2016 by the Mayhoola investment fund, belonging to the Qatari royal family.