Abigail Smith Appointed Creative Director Ushering New Era for Maison Kitsuné

Maison Kitsuné has officially appointed British designer Abigail Smith as its new Creative Director, confirming a subtle yet distinct shift in the brand's aesthetic. Recent collections have hinted at this evolution, showcasing a more streamlined, pared-back approach with a notably more restrained application of its iconic fox logo, signaling a fresh creative direction for the house.

Established in 2002 by Gildas Loaëc and Masaya Kuroki, the Paris-based brand has diversified significantly beyond fashion. Its portfolio includes a thriving network of cafés, a music production arm, and various hospitality ventures, such as a site in Bali. The company also recently expanded into wellness, demonstrating its commitment to a multifaceted lifestyle brand. To lead its fashion future, Maison Kitsuné has now tapped Smith, an experienced designer with over two decades of contributions to both luxury houses and independent labels, including prestigious names like Calvin Klein, Celine, Chloé, Burberry, Victoria Beckham, and Stella McCartney.

In a statement released on September 25, the founders expressed their enthusiasm, "We are delighted to welcome Abigail Smith as our new Creative Director. In her role, she will redefine the Maison Kitsuné silhouette. Thanks to her talent and expertise, and in close collaboration with our Parisian atelier, she will envisage a new, modern Parisian wardrobe — opening the next chapter of our house." This underlines the significant impact expected from Smith’s vision.

Having commenced her work with the Franco–Japanese rooted brand in late 2024, Abigail Smith is set to debut her first full collection, Spring–Summer 2026, which is slated for presentation in Paris in the coming days. The Sheffield-born English designer shared her perspective, stating, "I’ve always admired Maison Kitsuné for its ability to fuse fashion, music, and culture into a unique art of living."

Smith's personal vision for Maison Kitsuné is clear: "My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris–Tokyo identity." This approach promises to maintain the brand’s core essence while propelling it forward into a modern sartorial landscape.

Over the past decade, Maison Kitsuné has seen several creative talents lead its collections, including Yuni Ahn and, more recently, Marcus Clayton, whose final collection was Spring–Summer 2023. The brand boasts an impressive global footprint, operating 35 cafés, 33 own boutiques, 43 franchises, and partnering with over 350 retailers worldwide, reflecting its extensive reach and established presence.

While Maison Kitsuné does not publicly disclose its overall turnover, the company does file its accounts. For the 2024 financial year, which concluded in March 2024, Kitsuné France reported a turnover of €94 million and a profit across its activities. It is important to note, however, that these figures do not necessarily encompass the brand’s entire global business operations.