Turnbull & Asser names Roberto Menichetti to lead creative revitalization.

Turnbull & Asser, the 140-year-old British shirtmaker and outfitter, has appointed Roberto Menichetti as its new creative director. In this role, the highly experienced Italian designer will oversee the entire creative direction for the brand, including bespoke shirting, tailoring, outerwear, and accessories. The appointment marks Menichetti’s return to London some two decades after he departed Burberry, where he played a dynamic role in reviving the UK’s largest luxury label.

James Fayed, chairman of Turnbull & Asser, stated that Menichetti’s appointment reflects the brand's "ambition to bring fresh energy to our wardrobe while remaining true to the craftsmanship that has defined Turnbull & Asser for over a century." Fayed emphasized Menichetti's "proven ability to modernise heritage houses while respecting their DNA," making him the perfect partner as the company looks to the future while maintaining its enduring belief in ‘Made in England’ and the skill of its artisans in London and Gloucester.

Menichetti himself expressed a deep appreciation for the brand's heritage, describing Turnbull & Asser as "more than a brand; it is a living expression of British style and elegance, carefully built over generations." He noted its preservation of identity "untouched by passing trends" and added that being entrusted with its creative future is both an honour and a responsibility. Menichetti explained his design philosophy, stating, "My philosophy has always been to seek the essence of form—clarity, proportion and timelessness—rather than the noise of passing trends."

Menichetti’s previous tenure at Burberry, beginning in 1998, demonstrates his ability to revitalize traditional brands. He successfully blended English heritage and Winsor elegance with rugged functionality. During his five-year tenure, Menichetti launched Prorsum, Burberry’s ready-to-wear line, which contributed to doubling annual sales to £675 million. His work was recognized in 2000 when Anna Wintour presented him with the Designer of The Year award from The Fashion Group International.

Menichetti first gained international attention for designing the menswear collection in an austere, minimalist style for Jil Sander. While with the German company, he was also credited with developing the first co-branding between high fashion and sportswear in a linkup with Puma. Subsequently, Menichetti served as creative director of Celine for two seasons, bridging the eras between Michael Kors and Phoebe Philo. He has also held consultative design roles for brands such as Cerruti, Brema, and Chinese label JH 1912. Menichetti’s family are highly experienced apparel manufacturers based in Gubbio, Tuscany, producing collections for brands including Prada, Dolce & Gabbana, Versace, and Marzotto.

The appointment comes as Turnbull & Asser faces financial challenges, having not made a profit in the past nine years. The company, which counts King Charles among its customers and is managed by James Fayed (son of Ali Fayed, who owned it for almost 40 years), reported a pre-tax loss of £1.37 million in its most recent financial year, with annual revenues edging lower to £9.3 million. Despite these challenges, Turnbull & Asser maintains famous assets including a flagship store in Mayfair, an e-tailing business, and distribution across US department stores. Menichetti currently divides his time between his art studio in Los Angeles, raising his son in California, and his atelier in Gubbio.