Louis Vuitton hires Tiffany's Hector Muelas in new chief brand creative officer role

Louis Vuitton has appointed Hector Muelas as chief brand creative officer, effective 1 November, WWD reported on 23 October. The house confirmed the hire, saying Muelas “will define and steer our creative storytelling across all touch points.”

A new role

The position is newly created and reports to Damien Bertrand, Louis Vuitton’s deputy chief executive. According to an internal announcement seen by WWD, Muelas will lead creative and content execution and oversee all brand campaigns; the art buying team led by Magena Chansarel and the content factory team led by Carole Fuchs will join his organisation.

Moving within LVMH

Since August 2023 Muelas has been global chief brand and creative officer at Tiffany & Co., which, like Vuitton, belongs to LVMH. He first joined the group in 2015 at Rimowa, where he later became chief brand officer and led the luggage brand’s global relaunch. Earlier he worked at Apple, Vice Media and Canal+, and held posts at Creative Artists Agency in Los Angeles and Wieden + Kennedy in Amsterdam, WWD wrote.

The hire comes as luxury houses face a tough third quarter, with weaker demand in China and slowing growth in the US.