Reports: Apple Hires Top Fashion Exec for Special Projects
Apple (AAPL) has hired Paul Deneve, the former Yves Saint Laurent chief executive and a past sales and marketing manager in Apple’s European operation, to work on special projects, reporting directly to chief executive Tim Cook.
Apple (AAPL) has hired Paul Deneve, the former Yves Saint Laurent chief executive and a past sales and marketing manager in Apple’s European operation, to work on special projects, reporting directly to chief executive Tim Cook. The hire was first rumored at AppleInsider and subsequently confirmed in a Bloomberg report.
What in the world does Apple want with a fashion executive? Deneve’s background, which also includes chief executive stints at Lanvin and Nina Ricci before moving over to YSL, according to his bio, may be just what the doctor ordered to help Apple think more “fashionable” for wearable devices such as its long-rumored iWatch.
If Apple is considering positioning the device—and others like it—as a luxury item, really, who would know better how to accessorize with an iWatch than a fashion big wig? Moreover, with his background, Deneve likely is very comfortable working with high-ticket items and a segment of consumers apt to comprise early iWatch adopters.
“We’re thrilled to welcome Paul Deneve to Apple,” the vendor said in a statement. “He’ll be working on special projects as a vice president reporting directly to Tim Cook.”
Indeed, the Deneve hire may be part of a new trend at Apple with the vendor said to have already hired Hulu Marketing and Distribution senior vice president Pete Distad to help it expand Apple TV for the future, according to a report.
AppleInsider speculated that hiring Deneve could help a catapult Apple’s brand internationally, paving the way for the vendor to leverage the iPhone’s success with new devices appealing to an audience used to buying luxury items.
Deneve worked for Apple Europe from 1990 to 1997 in a variety of sales and marketing positions, subsequently moving to the fashion industry. He recently has advised some Silicon Valley startups, according to AppleInsider.
At YSL Francesca Bellettini of Bottega Veneta will replace Deneve at the beginning of September, and creative director Hedi Slimane would handle new strategic projects for the brand. The company said Deneve was "leaving to pursue a career in the technology industry."
According to the Bloomberg report, two other members of Apple’s top brass have clothing industry connections. Mickey Drexler, J Crew chairman and chief executive, maintains a seat on Apple’s board, while Cook holds a director spot at Nike (NKE).
