Louis Vuitton has named Hector Muelas to a newly created role, Chief Brand Creative Officer. He starts on 1 November 2026, and he comes from Tiffany & Co., where he has been Global Chief Brand and Creative Officer since August 2023, according to The Impression. The appointment was set out in an internal memo by Damien Bertrand, the house’s Deputy Chief Executive Officer, as first reported by WWD on 23 October. Neither Louis Vuitton nor LVMH has published a release. Muelas will report directly to Bertrand. The role concerns the image of the house, its campaigns and the way it speaks across its channels, at a brand founded in Paris in 1854. The house also gave LVMH half of its name: the group was formed in 1987, when Moët Hennessy merged with Louis Vuitton.
A newly created role, from 1 November
The job is new to the house. “The newly created position will see Muelas oversee the house’s global brand storytelling and creative communications,” The Impression writes. In WWD’s report, his task is to “define and steer” the brand’s “creative storytelling across all touch points”. Milano Finanza adds, citing Bertrand, that Muelas will supervise all of the brand’s campaigns alongside the art buying team. The memo, in the Spanish version quoted by Modaes, describes the work as done “En estrecha colaboración con nuestras unidades de negocio, regiones y talentos creativos”: in close collaboration with the business units, the regions and the creative talent. It is a brand role. The reports describe it in terms of image and communication. For a house of this kind, the touch points run from the windows of its stores to its campaigns, its films and its social channels, which is why the role sits at the level of the brand.
Damien Bertrand, and a direct line to the deputy chief executive
Bertrand has been Deputy Chief Executive Officer of Louis Vuitton since June 2025 and is a member of the LVMH Executive Committee, according to LVMH’s own page. “He will report directly to Damien Bertrand, Louis Vuitton’s Deputy Chief Executive Officer,” The Impression reports. The line is short. Louis Vuitton leads LVMH’s fashion and leather goods business, the group’s largest division, so a role that shapes the house’s image across every channel reaches well beyond a single campaign. The house’s calendar shows the scale. On 6 October, Louis Vuitton closed Paris Fashion Week with its women’s show, the last of the nine days, as in our guide to the SS27 shows.
From Apple and Wieden + Kennedy to Rimowa and Tiffany
Muelas, who is Spanish, has spent his career in brand and creative work. Before LVMH, he held positions at Apple, Vice Media and Canal+, the French pay-television group, The Impression reports, as well as at Creative Artists Agency, the Los Angeles talent agency, and at the Amsterdam office of Wieden + Kennedy, the advertising agency known for its work with Nike. At Apple, he led creative work for the iPhone and the Apple Watch, according to Milano Finanza. He then “joined Rimowa as Global Vice President of Content and Creative”, in The Impression’s words, and later became Chief Brand Officer of the luggage maker. Rimowa, founded in Cologne in 1898, came under LVMH’s control in a deal announced in 2016. In August 2023 Muelas moved to Tiffany & Co., which LVMH bought for $15.8 billion in a deal completed in 2021. Louis Vuitton will be the third LVMH house of his career. Tiffany’s Fifth Avenue flagship in New York, The Landmark, reopened in April 2023, a few months before he arrived.
Brand creative chiefs, from Tiffany to Hyatt
The title is spreading beyond fashion. On 30 September, Hyatt, the hotel group based in Chicago, named Amar Lalvani its first Chief Creative Officer, according to the group’s newsroom, another creative role created at the level of the brand rather than of a single product. At Tiffany, the recent launches include the second Timer watch, in titanium and platinum, as in our report on the Tiffany Timer. The reports do not name a successor at Tiffany.
The Luxury.it perspective
The appointment says where the competition between luxury houses now takes place. The title is new; the work it describes is not. A campaign, a shop window, a film and a post on a phone are read as one message, and Louis Vuitton has chosen to give that message a single owner, reporting high up in the house. Muelas brings a career built between technology, advertising and two other LVMH houses, which is the combination such a role asks for. He starts on 1 November, nine days after the memo was reported. For Tiffany, it ends a chapter of a little over three years. The first campaigns under his watch will show what the title means in practice, and they will be read closely, from Paris to Tokyo.
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