Several months after direct Peter Dundas left the label, Cavalli has appointed a new creative director: Paul Surridge.
Surridge isn’t new to the game, as he’s worked with Z Zegna, Acne studios, Calvin Klein, Burberry and more. When Dundas left, Cavalli was headed for a radical turn. A large company reorganization moved the headquarters from Milan to Florence and spurred 200 layoffs. The idea, as is with most fashion brands, is to turn a profit, which seems to be hard in this day’s market with shifts in shopping styles and increased millennium online-shopping.
The CEO of the company Gian Giacomo Ferraris explains that “In this environment, only iconic brands with a coherent business model and an efficient organisation can survive. I believe the Cavalli brand has what it takes to succeed. But the reality is that the company’s costs must be in line with its revenues and that is the task we now have to embark upon.”
The hire in Surridge several months after Dundas’ departure was an intentional one, according to the brand. They first wanted to have the restructuring in order before someone new came on to take the reins, ready to take a strong lead in a new direction. Of the reasons Surridge was such an idea candidate was because he has strong digital communication skills, and that’s what it takes to succeed in today’s fashion game: social media and digital skills.
You’ll be able to see Surridge’s footprint, but not for awhile. His first season will be shown in the fall, the Spring/Summer 2018 collection in Milan.
Words by Lori Zaino and photo as specified in caption.