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Ann Demeulemeester names new creative director

Belgian fashion brand Ann Demeulemeester announced on December 1 the appointment of Ludovic de Saint Sernin to the role of creative director.

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Like the label’s founder, Ann Demeulemeeter, De Saint Sernin was born in Belgium. Raised in Paris, the fashion designer attended the fashion school l’ESAA Duperré, and worked for prominent French houses, including Balmain, before launching his eponymous label in 2017.

Gaining accolades for his sensual and individuality-driven take on fashion, De Saint Sernin accompanied the announcement of his appointment with a set of images shot by Willy Vanderperre and styled by Olivier Rizzo, in which he himself “embodies pieces from the Ann Demeulemeester archive, interpreting them anew.”

The company said it’s “a prelude and an act of continuity” and under him “authorship and autobiography gain centrality, as [he] shapes the Ann Demeulemeester traits around his vision, proclivities and individuality, offering a first-person reading and the connection with today’s audience that comes from that.”

Claudio Antonioli, who co-founded the New Guards Group, bought Ann Demeuelemeester in 2020, and until now has run it with an unnamed design team. Demeulemeester stepped away from her namesake label nearly a decade ago but remains indirectly involved.

Antonioli, who runs the Italian retail chain and webstore of the same name, has long been known as a man who fosters new talent and independent labels.

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De Saint Sernin’s first collection for Ann Demeulemeester will be unveiled next March at Paris Fashion Week.