OTB has announced the appointment of former Fendi President and CEO Serge Brunschwig as CEO of Jil Sander and Chief Strategy Officer of OTB Group, effective February 5. Brunschwig will report to Ubaldo Minelli, OTB Group CEO.
Serge Brunschwig appointed CEO of luxury fashion brand Jil Sander
Serge Brunschwig confirmed his appointment as CEO of luxury fashion brand Jil Sander, on LinkedIn. Brunschwig succeeds Luca Lo Curzio, who exited Jil Sander in November 2024. His appointment is intended to elevate Jil Sander’s brand profile and guide the strategic growth of the luxury fashion brand, which as per Vogue, is “exemplar of nineties minimalism… rigor and abstract inventiveness”.
“In his role as CEO of Jil Sander, Serge will aim to further elevate the positioning of this brand with invaluable potential, carefully and strategically guiding its growth trajectory,” explains Ubaldo Minelli, OTB Group CEO, in a company release. “Thanks to his experience and international vision, he will also contribute to defining an even more ambitious strategic path for OTB.”
Serge Brunschwig and OTB’s vision for Jil Sander
Serge Brunschwig’s appointment as CEO of Jil Sander aligns with OTB’s vision of strengthening its portfolio of avant-garde and luxury fashion brands. Under Renzo Rosso’s leadership, OTB has been focused on expanding the global footprint of its high-end labels, particularly Jil Sander, which has a heritage in minimalist luxury.
Jil Sander SS24
Serge Brunschwig has extensive experience in brand management, retail strategy and global expansion. His tenure at LVMH, including CEO and President of Fendi, President of Dior Homme, COO of Christian Dior Couture, and Chairman and CEO of Celine, positions him to strengthen Jil Sander’s strategic direction while maintaining its design ethos. And his expertise will help Jil Sander become a more prominent player in luxury fashion, particularly in Asia and the U.S.
Under Brunschwig’s leadership, several strategic shifts and growth initiatives are anticipated for Jil Sander. Given his background in modernising luxury fashion brands while preserving their heritage, he may focus on expanding retail channels, including direct-to-consumer e-commerce and digital-first retail. Collaborations could emerge as a strategy to broaden Jil Sander’s cultural relevance and attract a younger demographic. Overall, his leadership is expected to reinforce Jil Sander as a global luxury brand while modernising its business operations and expanding its reach.
Jil Sander through the years
Launched in 1968 by German fashion designer Jil Sander, the eponymous fashion brand is dedicated to modern design and innovation, combining elegance and functionality, invention and purity of form, exceptional craftsmanship and advanced production techniques.
In March 2021, Jil Sander was acquired by OTB Group and is working towards the goals set by the Group Sustainability Strategy. “Be Responsible. Be Brave” is OTB’s vision for a more responsible fashion system, guiding its collective work to reduce their impact on the planet.
“In 2023, OTB reported a €1.9 billion turnover, 33.8 percent direct channel growth and a grand total of 610 direct stores globally”, per Vogue Business. “Jil Sander, which is creatively directed by the husband and wife team Luke and Lucie Meier, recorded a 17.3 per cent growth in that same period.”
In recent times, the brand has strengthened its network of direct channels in Europe, the USA, Asia-Pacific and Japan with eighteen new stores in Paris, Rome, Venice, Madrid, London, Dallas, LA, Tokyo, Kyoto, Nanjing and Seoul. Jil Sander has also renewed its licensing agreement with Coty for the development, production and distribution of cosmetics and fragrances.
Jil Sander combines elegance and functionality, invention and purity of form, craftsmanship and advanced production techniques. Image: jilsander.com
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
