Danny Rogers
Dec 3, 2020

Stella McCartney names new CMO

Peter Chipchase was chief communications and strategy officer at members club Soho House.

Stella McCartney names new CMO

Peter Chipchase, long-time communications lead at Soho House, has joined fashion house Stella McCartney as chief marketing officer.

Chipchase will take responsibility for comms, marketing, social media and visual teams at the label, which was set up by McCartney in 2001.

The business, which is known for its strong policy on ethics and sustainability, said Chipchase would report to chief executive Gabriele Maggio – based at its London headquarters – and work closely with McCartney, as well as the product and commercial teams.

Chipchase left Soho House in September, having spent seven years at the members club and lifestyle business, where he held the title chief communications and strategy officer.

His stint coincided with an aggressive expansion plan and a more rounded lifestyle offering across hospitality, travel, retail, workspace and digital – increasing Soho House's valuation from $250m to $2 billion before the Covid-19 pandemic struck.

“We are thrilled to have Peter join Stella McCartney during this pivotal time both for our company and the industry,” Maggio said. “He brings a refreshing outsider’s perspective alongside a proven track record of global growth – empowering our marketing and communications teams with the disruptive direction needed to continue leading the sustainable luxury fashion conversation.”

Chipchase told Campaign sister title PRWeek: “Covid-19 has changed the way the fashion and luxury industry is looking at how it does things, so there is no better time to come in and help shape that future. Working with Stella, Gabriele and the team to help drive the next stage of growth was just too enticing to turn down.”

As a lifelong vegetarian, McCartney's brand never uses animal leather, fur, skins or feathers in products, setting a standard for the use of alternative materials.

The brand’s collections are currently available in more than 100 countries at wholesale and through 61 free-standing stores in Hong Kong, London, Los Angeles, Milan, New York, Paris, Shanghai and Tokyo, among other locations.


Related Articles

Just Published

12 hours ago

Brands should focus on optimism, connection and ...

As Ramadan continues to face physical restrictions, brands should focus on connecting people online, giving back to the community and building on optimism of better times to come, says M&C Saatchi Indonesia.

12 hours ago

Grab and Gojek reveal Ramadan campaigns

Two delivery giants in the region kick off the holy month with unconventional films.

13 hours ago

Cannes Lions announces 51% female jury list

Unfortunately, APAC still appears to be woefully under-represented.

13 hours ago

A disjointed Wavemaker reinvents itself

Despite being only three years old, Wavemaker was in need of a revamp when global CEO Toby Jenner joined at the end of 2019. It hadn't established a strong identity and its performance was weighted in a few strong markets. Did it manage to rebalance in 2020?