The Paris house continues retail expansion as it brings on a senior communications executive
Alaïa is strengthening its executive leadership as the brand continues to build business momentum and expand its global retail footprint. The Paris-based fashion house has appointed Gaelle Collet as global chief marketing officer, according to sources familiar with the matter.
Collet is expected to begin her new role on Thursday. In the position, she will oversee global marketing, communications, and brand image for Alaïa. Her appointment comes as the brand continues to scale its operations and capitalize on growing demand across ready-to-wear and accessories.
Collet joins Alaïa from McQueen in London, where she has served as chief brand and communications officer since May 2024. She joined McQueen as part of the house’s broader transformation strategy following the appointment of creative director Seán McGirr. Prior to that role, Collet spent five years at Celine, where she was global director of public relations, media, and social media.
Earlier in her career, Collet held communications and press roles at several luxury fashion houses, including Saint Laurent, Dior, and Chanel. In addition to in-house positions, she has worked as a consultant for brands such as Schiaparelli and Puig, the Spanish fashion and beauty group.
Her arrival at Alaïa coincides with continued expansion of the brand’s retail network. In November, the house opened a flagship store at Taikoo Li Sanlitun in Beijing, featuring a distinctive perforated facade. A major opening is also planned for the Miami Design District later this summer.
Alaïa’s accessories category has been a key contributor to its recent performance, driven by strong demand for products such as its mesh ballerina flats and the long-handled, east-west Teckel bag. The brand has been steadily increasing its visibility across global markets as it builds on this momentum.
In its first-half earnings report released last November, Richemont cited Alaïa as a “notable growth driver” within its fashion and leather goods division, reporting double-digit growth during the period.
The house has also benefited from continued attention around the work of creative director Pieter Mulier, whose designs have attracted strong industry and consumer interest. Mulier has been widely mentioned as a leading candidate to succeed Dario Vitale at Versace, according to previous reports.