Fashion

Louis Vuitton Hires Tiffany’s Hector Muelas in a New Chief Brand Creative Officer Role

The LVMH executive moves from Tiffany & Co. to Louis Vuitton on November 1 to oversee all brand campaigns and the house's creative storytelling.

By The BB Report October 25, 2026

Bags and luggage on display inside a Louis Vuitton store. Photo: jean-louis zimmermann / Wikimedia Commons (CC BY 2.0)

Key takeaways

Louis Vuitton has appointed Hector Muelas to the new post of chief brand creative officer, effective November 1.
He will report to deputy chief executive Damien Bertrand and oversee all brand campaigns, with the art buying and content factory teams joining his organisation.
Muelas has been global chief brand and creative officer at Tiffany & Co. since August 2023, and he first joined LVMH in 2015 at Rimowa.

Louis Vuitton has appointed Hector Muelas as its chief brand creative officer, a newly created position, with effect from November 1. The appointment was reported by WWD and, on October 23, by Milano Finanza, and was confirmed by the house, which said Muelas "will define and steer our creative storytelling across all touch points".

Muelas moves within LVMH Moët Hennessy Louis Vuitton, the luxury group that owns both Louis Vuitton and Tiffany & Co. He has been Tiffany’s global chief brand and creative officer since August 2023. In his new role he will report to Damien Bertrand, deputy chief executive officer at Louis Vuitton.

What the New Role Covers

According to an internal announcement by Bertrand, reported by WWD, Muelas will lead creative and content execution and oversee all brand campaigns. Two existing teams will join his organisation: art buying, led by Magena Chansarel, and the content factory, led by Carole Fuchs.

Louis Vuitton said the role is meant to ensure strong overall image consistency across the brand’s touch points. Bertrand added that Muelas would work in close collaboration with the house’s business units, regions and creative talents to further elevate the brand’s desirability.

Milano Finanza described the brief as taking charge of storytelling across all of the maison’s communication channels. None of the reports named a successor for Muelas at Tiffany.

The Appointment

Hector Muelas becomes chief brand creative officer of Louis Vuitton on November 1, a newly created post reporting to deputy chief executive Damien Bertrand. He has been global chief brand and creative officer at Tiffany & Co. since August 2023 and first joined LVMH in 2015 at Rimowa.

A Career Built Across Agencies, Tech and LVMH

Muelas first joined LVMH in 2015 as global vice president of content and creative at Rimowa and later became its chief brand officer. The Louis Vuitton announcement credited him with spearheading Rimowa’s global relaunch and repositioning, and praised his transformative role in redefining the creative voice of Tiffany & Co.

Before LVMH, he held creative and executive posts at Creative Artists Agency in Los Angeles and at Wieden + Kennedy in Amsterdam, and he has also worked at Apple, Vice Media and Canal+, according to WWD, which cited his LinkedIn profile.

When Tiffany announced his hiring in September 2023, FashionNetwork reported that he was joining from Expedia Group, where he had been senior vice president of global marketing and creative. Milano Finanza’s account of his career instead has him returning to Apple as global group creative director before moving to Tiffany.

The Backdrop at LVMH

The hire comes at a difficult moment for the group’s fashion business. LVMH’s fashion and leather goods division, which includes Louis Vuitton, Dior and Loro Piana, posted an organic sales drop of 5 percent in the three months to September 30, WWD reported, worse than a consensus forecast of a 1.6 percent decline. The division had broken a two-year losing streak in the second quarter.

Chief financial officer Cécile Cabanis said demand from Chinese customers was down in the midteens, while organic revenue in the United States rose 5 percent. She said Louis Vuitton was slightly below the division average, hit by a one-off logistics disruption at one of its freight forwarders that cost it a little more than a point of growth, and that the brand was still seeing robust growth in handbags such as the Alma and the Speedy.

The new post brings campaign work, art buying and content production at Louis Vuitton under a single creative leader who reports to the deputy chief executive.

Why the Appointment Matters

The new post brings campaign work, art buying and content production at Louis Vuitton under a single creative leader who reports to the deputy chief executive.

It is also a move between sister companies inside LVMH. With the move, Muelas will have led creative work at three LVMH houses: Rimowa, Tiffany & Co. and Louis Vuitton. The announcement said he brings more than two decades of international experience in culture, storytelling and brand building.