Louis Vuitton names Tiffany's Hector Muelas chief brand creative officer

Louis Vuitton has appointed Hector Muelas chief brand creative officer, effective Nov. 1. The maison confirmed the hire and said Muelas "will define and steer our creative storytelling across all touch points, thereby ensuring strong overall image consistency." The role is newly created.

Muelas reports to Damien Bertrand, deputy chief executive officer at Louis Vuitton. Bertrand set out the scope in an internal announcement: Muelas will lead creative and content execution and oversee every brand campaign. Two existing teams move into his organisation, art buying under Magena Chansarel and the content factory under Carole Fuchs.

Bertrand framed the hire in terms of desirability. "In close collaboration with our business units, regions, and creative talents, Hector will further elevate our brand desirability," he said, "ensuring the house continues to set the benchmark in cultural resonance, creative boldness, and emotional connection with our clients worldwide."

From Tiffany to the house

Muelas moves within LVMH Moët Hennessy Louis Vuitton, the group that owns both houses. Since August 2023 he has served as global chief brand and creative officer at Tiffany & Co., the jeweller established in 1837 and known for its diamond engagement rings and blue box packaging.

The announcement credited Muelas with playing a "transformative role in redefining" Tiffany's creative voice, elevating the brand and driving its cultural resonance worldwide. It added that he "brings over two decades of international experience rooted in culture, storytelling, and brand building."

His LVMH tenure predates Tiffany. Muelas first joined the group in 2015 as global vice president of content and creative at Rimowa, and later became its chief brand officer, where he spearheaded the brand's global relaunch and repositioning, according to the announcement.

Before Rimowa, he worked at Apple, Vice Media and Canal+, according to his LinkedIn profile. Earlier still he held creative and executive posts at Creative Artists Agency in Los Angeles and at the Amsterdam agency Wieden + Kennedy.

What the role spans

Louis Vuitton, the French house known for leather goods, ready-to-wear, accessories and footwear, is creating the position to give one executive authority over how the brand looks and sounds in every channel. The stated aim is image consistency.

The art buying and content factory teams now reporting to Muelas are the units behind campaign imagery and content. Bertrand placed both under the new chief, folding creative and content execution into a single mandate beneath the deputy chief executive.

The post is new rather than a replacement, so no predecessor is named. Neither Vuitton nor the announcement said who held responsibility for creative storytelling across touch points before, or whether Muelas's Tiffany role will be refilled.

The move is one of several senior changes around Vuitton. We reported that LVMH is moving Louis Vuitton's Clara Boissonnas to the top job at Pucci, succeeding Saar Debrouwere on Jan. 1 and reporting to Pietro Beccari.

It also follows a difficult stretch in China. We covered how Louis Vuitton's China sales fell as much as 30% after a trademark win over tea chain Molly Tea sparked a patriotic backlash, delaying a planned chief executive handover.

The stakes are visible in our brand rankings. In The Most Valuable Luxury Brands In 2025 we recorded Chanel overtaking Louis Vuitton as France's most valuable brand, valued at $38 billion against Vuitton's $33 billion.

Creative and marketing titles are spreading across luxury. We have covered Hyatt naming Amar Lalvani its first-ever Chief Creative Officer, Golden Goose appointing Giorgio Belloli chief consumer officer and Marc Jacobs naming John Wattiker chief marketing officer.

What sets this one apart is that Louis Vuitton has taken an executive from Tiffany, a house the same group controls, who already knows LVMH from his years at Rimowa. Bertrand gets a known quantity from the first day.

Nov. 1 is the start date. Muelas takes the title and the two teams then, and the announcement gives no further timetable for campaigns or structure.

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Images: Louis Vuitton