Chloé Appoints Former Gucci Comms Exec as CMO

Why It Matters

The hire signals Chloé’s commitment to accelerate its brand revival and could translate Richemont’s recent sales surge into sustained growth for the label.

Key Takeaways

• Valérie Leberichel joins Chloé as CMO on June 1.
• Leberichel previously led global communications at Gucci.
• Appointment aligns with Richemont’s 13% quarterly sales growth.
• Chloé’s ready‑to‑wear sales highlighted as a growth driver.
• New CMO will shape campaigns under creative director Chemena Kamali.

Pulse Analysis

Chloé, the Paris‑based label owned by Swiss conglomerate Richemont, has been on a deliberate path to refresh its image since appointing Chemena Kamali as creative director in 2023. The house’s recent sales uptick—part of a 13 % quarterly increase for the group—has been driven largely by a resurgence in ready‑to‑wear, a segment traditionally dominated by more established luxury houses. In this context, strengthening the marketing function is a logical next step, as brand storytelling and consumer engagement have become decisive levers for growth in the post‑pandemic luxury market.

Valérie Leberichel arrives with a résumé that reads like a tour of Europe’s top fashion houses: senior communications roles at Gucci, Givenchy, Céline, Prada and Issey Miyake. At Gucci, she oversaw global narrative shifts that helped the brand rebound from a reputational dip, demonstrating an ability to align creative vision with commercial objectives. For Chloé, her expertise in digital content, influencer partnerships and sustainability messaging could translate Kamali’s avant‑garde designs into cohesive campaigns that resonate with both legacy shoppers and a younger, socially‑conscious audience.

Investors will be watching how quickly Leberichel’s strategies materialize in sales figures, especially as Richemont prepares its next earnings release. A successful rollout of seasonal collections under her guidance could cement Chloé’s position as a growth engine within the group, complementing the momentum seen at Alaïa and Peter Millar. Moreover, a revitalized marketing engine may enable the brand to capture a larger share of the expanding luxury “affordable‑luxury” niche, where consumers seek high‑design at more accessible price points, thereby reinforcing Richemont’s broader diversification goals.