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New Guards Group appoints CMO


New Guards Group, a Farfetch owned company, the home of companies led by visionary designers who are redefining the landscape of contemporary fashion and luxury, announced that Cristiano Fagnani has been appointed as its first Chief Marketing Officer, marking an important step toward the group’s new structure aimed at additional opportunities and continued growth.

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Fagnani is an industry veteran, with 20 years’ experience heading up industry-leading initiatives for Nike. During his tenure with the biggest sportswear brand in the world, he has held several senior roles in marketing and communications in Italy, EMEA and at the company’s World Headquarters, conducting industry-defining initiatives and overseeing Nike’s product collaborations, influencer marketing and brand experiences through the Energy Marketing Team.

Fagnani had developed a strong relationship with the NGG team and some of its key designers over the years, as he initiated and led the long standing Nike x Off White collaboration with Virgil Abloh as well the Nike x Ambush partnership with the Ambush’s creative duo, Yoon and Verbal.

Fagnani returns to Italy after an extensive career abroad to lead the Marketing Team for the New Guards Group and all of its brands (Off-White, Palm Angels, Ambush, Marcelo Burlon County of Milan, Heron Preston, Opening Ceremony, Alanui, Kirin by Peggy Gou, and Unravel Project), in close partnership with the Farfetch leadership team.

“We have long admired the work Cristiano has been doing at Nike. He has a keen eye for what resonates with consumers around the world, and an incredible ability to bring the stories behind the creators and the product to life with emotion and excitement. We are thrilled to be able to draw him back to his home city of Milan to join us!” said Davide De Giglio, co-Founder and CEO of New Guards Group.

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Cristiano Fagnani, Chief Marketing Officer, New Guards Group, said “New Guards Group has fostered and developed some of the most influential and incredible brands of our time, so it is a huge honour to be working with the team, and with all of the creative directors across the group. And now with New Guards being part of the Farfetch family, there is even more potential to envision and shape the future of the industry, while bringing compelling stories and products to people all around the world – it is a really exciting opportunity.”