Maison Kitsuné Appoints Abigail Smith as New Creative Director Amid Strategic Restructuring

In a significant move for the fashion industry, Maison Kitsuné has announced the appointment of British designer Abigail Smith as its new creative director. This decision, revealed on Thursday, marks a pivotal moment for the brand, which is currently undergoing a comprehensive restructuring aimed at enhancing its e-commerce presence and redefining its identity.

A New Vision for Maison Kitsuné

Co-founders Gildas Loëc and Masaya Kuroki expressed their enthusiasm for Smith’s appointment, stating that her mission will be to “redefine the Maison Kitsuné silhouette.” This statement underscores the brand’s commitment to innovation and evolution in a rapidly changing fashion landscape. Smith, who brings over 25 years of experience from prestigious fashion houses such as Calvin Klein, Celine, Chloé, and Stella McCartney, is expected to infuse fresh perspectives into the brand’s offerings.

In her own words, Smith articulated her admiration for Maison Kitsuné, highlighting its unique ability to merge fashion, music, and culture into a cohesive lifestyle. “My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris-Tokyo identity,” she stated in a press release. This duality of cultural influences is a hallmark of Maison Kitsuné, which has long been celebrated for its eclectic blend of styles.

Strategic Shift in Focus

Smith’s hiring comes at a crucial juncture for Maison Kitsuné, which recently made headlines by closing all of its U.S. stores in July. This decision was described by Deputy Managing Director Johanna Lellouche as a “strategic repositioning” aimed at optimizing the brand’s footprint in North America. The closure of physical locations reflects a broader trend in the fashion industry, where many brands are pivoting towards digital platforms to meet changing consumer behaviors.

The shift towards e-commerce is not merely a reaction to market pressures; it represents a fundamental change in how fashion brands engage with their customers. As online shopping continues to gain traction, brands are increasingly focusing on creating seamless digital experiences that resonate with consumers. Maison Kitsuné’s decision to close its U.S. stores aligns with this trend, allowing the brand to concentrate on enhancing its online presence and expanding wholesale partnerships.

The Upcoming Collection

Smith’s inaugural collection for Maison Kitsuné is set to debut during Paris Fashion Week for the Spring/Summer 2026 season. This highly anticipated launch will showcase her vision for the brand and is expected to be available online in early 2026. The collection will likely reflect Smith’s commitment to contemporary design while honoring the brand’s rich heritage.

The anticipation surrounding this collection is palpable, as it represents not only a new chapter for Smith but also a critical moment for Maison Kitsuné as it seeks to redefine its identity in a competitive market. The fashion world will be watching closely to see how Smith interprets the brand’s ethos and integrates her unique style into its offerings.

Historical Context and Industry Trends

Maison Kitsuné, founded in 2002, has always been more than just a fashion label; it is a cultural phenomenon that embodies the spirit of Parisian chic blended with Japanese aesthetics. The brand has successfully navigated various market challenges over the years, but the recent closures of its U.S. stores signal a significant shift in strategy. This move mirrors a broader trend in the fashion industry, where many brands are reassessing their physical retail strategies in favor of digital-first approaches.

The rise of e-commerce has been accelerated by the COVID-19 pandemic, which forced many consumers to adapt to online shopping. As a result, brands that were once heavily reliant on brick-and-mortar stores are now prioritizing their digital strategies. This shift is not just about survival; it is about thriving in a new retail environment where consumer preferences are rapidly evolving.

Conclusion

Abigail Smith’s appointment as creative director of Maison Kitsuné marks a transformative moment for the brand as it seeks to redefine its identity and adapt to the changing landscape of the fashion industry. With a focus on e-commerce and a commitment to blending cultural influences, Smith’s vision promises to bring a fresh perspective to the brand. As the fashion world eagerly awaits her debut collection, it is clear that Maison Kitsuné is poised for a new era of innovation and creativity.