The former Tiffany & Co. executive will oversee global brand storytelling and creative communications in a newly established role beginning November 1
Louis Vuitton has appointed Hector Muelas as its new Chief Brand Creative Officer, effective November 1, 2026. The newly created position will see Muelas oversee the house’s global brand storytelling and creative communications, bringing a unified approach to its visual identity across campaigns, content, and other consumer touchpoints. He will report directly to Damien Bertrand, Louis Vuitton’s Deputy Chief Executive Officer.
In his new role, Muelas will lead creative and content execution across the house’s brand campaigns, working closely with its business units, regional teams, and creative collaborators. The appointment will also bring the art buying team, led by Magena Chansarel, and the content factory team, headed by Carole Fuchs, under his leadership. The position reflects Louis Vuitton’s efforts to maintain a cohesive brand identity across an increasingly diverse range of platforms and cultural initiatives.
Muelas joins Louis Vuitton from Tiffany & Co., where he has served as Global Chief Brand and Creative Officer since August 2023. During his tenure at the American jeweler, which is also owned by LVMH, he played a central role in developing the brand’s creative direction and strengthening its cultural presence. His work contributed to Tiffany’s evolving visual identity and communications strategy as the house continued its repositioning under the luxury conglomerate.
The appointment marks a continuation of Muelas’ career within LVMH, which began in 2015 when he joined Rimowa as Global Vice President of Content and Creative. He later became the luggage brand’s Chief Brand Officer, overseeing its global relaunch and repositioning. His experience at Rimowa established a track record in developing distinctive brand narratives that connect heritage with contemporary culture.
Before joining LVMH, Muelas held positions at Apple, Vice Media, and Canal+, as well as creative and executive roles at Creative Artists Agency in Los Angeles and Wieden + Kennedy in Amsterdam. His career spans more than two decades across advertising, media, technology, and luxury, bringing a multidisciplinary perspective to brand building and creative communication.
The creation of the Chief Brand Creative Officer position signals the growing importance of centralized creative storytelling within the luxury sector, where fashion houses increasingly operate across multiple categories, markets, and cultural platforms. For Louis Vuitton, Muelas’ appointment represents an investment in the consistency and impact of its global communications, strengthening the connection between the house’s creative output and its broader brand identity.