Louis Vuitton has appointed Hector Muelas as its new Chief Brand Creative Officer, creating a position focused on unifying the luxury house’s global storytelling, campaigns and creative communications. He will take up the role on 1 November 2026, reporting to Deputy CEO Damien Bertrand.
Muelas joins from Tiffany & Co., another LVMH-owned brand, where he has served as Global Chief Brand and Creative Officer since August 2023. At Louis Vuitton, he will oversee brand campaigns and creative content across the business, bringing together teams responsible for art buying and content production under his leadership.
Hector Muelas - LinkedIn
The appointment reflects the growing importance of brand storytelling in luxury, where a house’s identity is communicated through an expanding range of channels, from advertising campaigns and digital content to cultural collaborations and global brand experiences.
Muelas brings experience spanning luxury, technology and media. He first joined LVMH in 2015 at Rimowa, initially as Global Vice President of Content and Creative before becoming Chief Brand Officer. He played a role in the luggage brand’s global relaunch and repositioning. Between his roles at Rimowa and Tiffany & Co., he worked at Apple, overseeing global marketing communications for services including Apple TV, Apple Music and Apple Pay. Earlier in his career, he held positions at Vice Media, Canal+, Creative Artists Agency and advertising agency Wieden+Kennedy.
Importantly, the new position is focused on Louis Vuitton’s overall brand image and communications, rather than the design of its collections. The house’s menswear and womenswear remain under the creative direction of Pharrell Williams and Nicolas Ghesquière, respectively.
The appointment places Muelas in a newly created role overseeing how Louis Vuitton presents itself across its global business. His challenge will be to maintain a cohesive brand identity across campaigns, content and cultural initiatives while working alongside the house’s existing creative leadership.