CHANNEL HOPPING: Amid strong business momentum and steady retail expansion, Alaïa is reinforcing its C-suite and bringing on board seasoned communications executive Gaelle Collet, WWD has learned.

It is understood she starts on Thursday as global chief marketing officer, and will be in charge of such areas as marketing, communication and image.

Collet is joining Alaïa from McQueen in London, where she has been chief brand and communications officer since May 2024, arriving there as part of the house’s “transformation strategy” under designer Seán McGirr.

Before McQueen, Collet spent five years at Celine as global PR, media and social media director. The Spanish executive has worked in various press and media roles at luxury houses including Saint Laurent, Dior and Chanel.

She has also done consulting work for the likes of Schiaparelli and Puig, the Spanish fashion and beauty group.

Collet joins the Paris-based house as its retail network keeps growing, and its accessories business flourishes based on hit styles like its mesh ballerina flats, and the long-handled, east-west Teckel style.

Last November, Alaïa opened a flagship in Beijing’s Taikoo Li Sanlitun with a striking perforated facade. Coming up this summer is a key opening in the Miami Design District.

In reporting its first-half results last November, Richemont called out Alaïa as a “notable growth driver” among its fashion and leather goods houses, logging double-digit growth in the period.

The Paris house has been capitalizing on the heat around the sleek designs of its creative director Pieter Mulier, who is considered the top contender to succeed Dario Vitale at Versace, as reported.