The French fashion house reinforces its leadership team amidst CEO transition and global expansion aspirations
French independent brand Jacquemus has named former LVMH executive Mélissa Ait-Ouakli as its new commercial director, overseeing e-commerce, retail, wholesale, and client experience divisions. The appointment follows the departure of CEO Bastien Daguzan in December. Founder Simon Porte Jacquemus, also acting as CEO during the transition, will be supported by Ait-Ouakli as the brand focuses on its international retail expansion strategy.
Mélissa Ait-Ouakli, previously at LVMH Fashion Group, brings a wealth of experience to her new role, having worked with brands such as Celine, Loewe, Givenchy, Kenzo, Marc Jacobs, and Pucci. Her responsibilities include managing the diverse retail aspects of Jacquemus, aligning with the brand’s elevation strategy and global retail rollout plans.
Despite the CEO transition, Jacquemus signals continuity in its strategic direction, emphasizing its commitment to rapid growth. Over the past year, the brand has strategically strengthened its leadership team in various areas, including communications, brand management, human resources, visual merchandising, retail, and product innovation.
Celebrating its 15th anniversary this year, Jacquemus is set on expanding its global footprint. Ait-Ouakli’s appointment aligns with the brand’s ambitions to open several international stores by 2026. With 6.2 million Instagram followers, Jacquemus maintains a strong connection with its audience, emphasizing a direct-to-consumer approach.
Former CEO Daguzan previously highlighted the brand’s goal to reverse its revenue split, aiming for 60% from direct-to-consumer business and 40% from wholesale by 2025. Jacquemus is actively seeking permanent locations in the U.S. and the Middle East as part of its strategy to rebalance sales channels amidst a global e-commerce slowdown.
