A new role overseeing Louis Vuitton’s global brand expression
Hector Muelas will join Louis Vuitton, the French luxury fashion and leather goods Maison within the LVMH group, on 1 November 2026 as Chief Brand Creative Officer.
This newly created position will report directly to Damien Bertrand, Deputy Chief Executive Officer of the Maison.
Hector Muelas will oversee all brand campaigns and coordinate the various resources involved in their development and execution.
His remit will notably include the art buying teams led by Magena Chansarel and the content production teams headed by Carole Fuchs.
The creation of this position is intended to strengthen the consistency of Louis Vuitton’s identity across its campaigns, communication channels and international markets.
Importantly, this responsibility is distinct from the artistic direction of the collections. Muelas will focus on brand creativity and communications rather than the design of fashion or leather goods products.
From Tiffany & Co. to Louis Vuitton: A career within LVMH
Since August 2023, Hector Muelas has served as Global Chief Brand & Creative Officer at Tiffany & Co., another Maison within the LVMH group.
His move to Louis Vuitton therefore represents an internal transfer within the same group, involving a change in scope and responsibilities.
At Tiffany & Co., he held a position combining brand strategy and creative leadership at international level.
His career also includes several appointments at companies recognised for their expertise in brand image and global marketing.
Between 2017 and 2019, he served as Chief Brand Officer at Rimowa, before joining Apple.
He has also held creative responsibilities at LVMH group level, notably as Global Vice President of Content & Creative, according to his professional profile.
His familiarity with several Maisons and their respective brand positioning is a notable aspect of his appointment.
Apple, Rimowa and Tiffany: Expertise in global brands
Hector Muelas’s career has taken him across the technology, creative agency and luxury sectors.
At Apple, he notably served as Global Creative Director, Worldwide Marketing Communications, between July 2012 and April 2015, working on global communications for the iPhone and Apple Watch.
He subsequently returned to Apple between June 2019 and August 2021 as Global Group Creative Director, with responsibilities covering the group’s services, including Apple TV+, Apple Music, Apple Pay and the App Store.
Before these appointments, he worked at Wieden+Kennedy, Creative Artists Agency and VICE Media in creative and editorial leadership roles.
He has also provided consultancy services to investment and growth capital firms, particularly in the consumer, technology and luxury sectors.
Having studied audiovisual communication at Universitat Pompeu Fabra in Barcelona, he also pursued studies in media studies and fine arts at Hochschule für Bildende Künste Braunschweig in Germany.
A creative structure distinct from collection design leadership
The creation of the Chief Brand Creative Officer position reflects a desire to bring greater coordination to the development of Louis Vuitton’s brand image.
Leading luxury houses must now express their identities across numerous channels, including advertising campaigns, digital content, events, collaborations, social media and market-specific communication initiatives.
This proliferation of touchpoints requires closer coordination between central teams, regional organisations and different business functions.
Muelas’s role will be precisely to establish this creative continuity while working with the internal and external talent engaged by the Maison.
The position is therefore cross-functional: it concerns how Louis Vuitton presents itself and communicates its universe, without replacing the artistic directors responsible for its collections.
LTH Analysis | A creative remit that could extend to hospitality
The creation of this position comes as leading luxury houses increasingly extend their brand expression beyond their collections, notably through gastronomy, events and customer experiences.
At Louis Vuitton, Muelas will be responsible for ensuring consistency in the Maison’s image across all its touchpoints. His remit could therefore encompass communications relating to dining and hospitality initiatives directly associated with the brand.
However, this is not an appointment to lead LVMH’s hotel operations, which have their own organisational structures and brands.
The distinction is particularly important given that Bernard Arnault ruled out the prospect of launching a Louis Vuitton hotel brand in January 2026.
The strategic significance of this appointment therefore lies in the global governance of brand image and brand experience, rather than in any announced diversification into hotel operations.
At a Glance
Executive: Hector Muelas.
New position: Chief Brand Creative Officer.
Company: Louis Vuitton.
Effective date: 1 November 2026.
Reporting to: Damien Bertrand, Deputy Chief Executive Officer.
Role status: Newly created position.
Scope: Global brand campaigns, creative storytelling, art buying and content production.
Art buying: Team led by Magena Chansarel.
Content production: Team led by Carole Fuchs.
Previous position: Global Chief Brand & Creative Officer, Tiffany & Co.
Previous companies: Apple, Rimowa, LVMH, Wieden+Kennedy, Creative Artists Agency and VICE Media.
Education: Universitat Pompeu Fabra and Hochschule für Bildende Künste Braunschweig.
Key distinction: Brand creative leadership, separate from fashion collection artistic direction.
LTH perspective: Global luxury brands are strengthening the strategic governance of their creative communications and brand identity.
