London based fashion firm Hussein Chalayan, a subsidiary of sports brand Puma will have a new Chief Executive Officer. Giorgio Belloni will be responsible for securing short and long-term growth, profitability and desirability of the fashion brand Hussein Chalayan.The native Italian gained experience in the fashion industry and worked for labels such as Donna Karan, Giorgio Armani, Helmut Lang and Prada. Belloni’s latest post was Worldwide Marketing Director at Prada in Milan, where he was in charge of driving the business of the Prada sports collection Prada Linea Rossa and Prada Denim Project since 2005. “With the appointment of Giorgio Belloli as Chief Executive of Hussein Chalayan, we are delighted to have an excellent manager with comprehensive experience in the fashion industry coming on board. With his know-how in managing and positioning fashion brands, he will drive the development of the Hussein Chalayan brand,” said Puma CEO and Chairman Jochen Zeitz. “I appreciate Hussein Chalayan’s vision and work in the fashion, design and art industries“, Giorgio Belloli said. “What has been created between Puma and Hussein Chalayan is a very innovative model. I believe that the combination of Puma’s infrastructure together with PPR facilities will help the brand to gain the visibility it deserves.”

In this new position, Belloli will implement the growth and positioning strategy for the brand Hussein Chalayan as well as the international wholesale strategy and drive the development of existing and future categories.

Recently the Cyprus born artist Chalayan was appointed as the Creative Director of Puma where he’s responsible for designing, creating and the development the brand. Puma owns the majority stake in Chalayan’s business.

Image: Hussein Chalayan