James Purdey & Sons, a prestigious British brand owned by Richemont and known for its over 200 years of expertise, has appointed British designer Giles Deacon as its new creative director overseeing clothing, accessories, and brand image. Deacon succeeds Simon Holloway, who transitioned to Dunhill in 2023, another brand under Richemont’s portfolio.

Giles Deacon is an unconventional choice for Purdey, which holds a Royal Warrant as a gunmaker to the British royal family, due to his distinct style characterized by feminine dresses and intricate patterns. Deacon’s celebrity clientele includes high-profile names such as Beyoncé, Sarah Jessica Parker, Pippa Middleton, and Billy Porter. His impressive resume features positions at celebrated fashion houses like Bottega Veneta, Gucci, and Tom Ford.

Purdey has emphasized its intention to expand and elevate its clothing line, with products like knitwear and outerwear already available at luxury retailers Net-a-Porter and Harrods. CEO Dan Jago expressed confidence in Deacon’s ability to merge Purdey’s tradition with contemporary design. “Giles’ 30-years of experience in the industry perfectly complements what we do here at Purdey. Valuing and supporting quality craftsmanship, upholding and celebrating these skills, and honoring design that evolves while staying true to its roots,” Jago stated.

This strategic move aligns with Purdey’s goal to enhance its market presence and reinforce its commitment to quality and innovation in the luxury sector.