Maison Kitsuné Appoints Abigail Smith as New Creative Director: A New Era Begins
In a significant shift for the Parisian fashion brand Maison Kitsuné, British designer Abigail Smith has been officially appointed as the new creative director. This announcement, made on September 25, 2025, marks a pivotal moment for the brand, which has been hinting at a new creative direction through its recent collections. Known for its unique blend of fashion, music, and culture, Maison Kitsuné is poised to enter a new chapter under Smith’s leadership.
A Legacy of Innovation
Founded in 2002 by Gildas Loaëc and Masaya Kuroki, Maison Kitsuné has carved out a niche that extends beyond fashion. The brand operates cafés, music production, and hospitality ventures, including a popular site in Bali. Recently, it has also ventured into wellness, showcasing its commitment to a holistic lifestyle. This multifaceted approach has allowed the brand to cultivate a diverse audience, appealing to both fashion enthusiasts and lifestyle connoisseurs.
Abigail Smith brings over two decades of experience in the fashion industry, having worked with prestigious labels such as Calvin Klein, Celine, Chloé, Burberry, Victoria Beckham, and Stella McCartney. Her extensive background positions her well to lead Maison Kitsuné into its next phase, where the fusion of style and culture remains paramount.
A Vision for the Future
In a statement regarding her appointment, 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.”
Smith has been collaborating with the brand since late 2024, and her first full collection, the Spring-Summer 2026 line, is set to debut in Paris shortly. This collection is highly anticipated, as it will showcase her vision for a contemporary wardrobe that embodies Parisian elegance while honoring the brand’s Franco-Japanese roots.
“I’ve always admired Maison Kitsuné for its ability to fuse fashion, music, and culture into a unique art of living,” Smith stated. “My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris-Tokyo identity.”
The Brand’s Evolution
Over the past decade, Maison Kitsuné has seen a series of creative leaders, including Yuni Ahn and Marcus Clayton, who last presented the Spring-Summer 2023 collection. Each designer has contributed to the brand’s evolution, but Smith’s appointment signals a more pronounced shift towards a streamlined aesthetic. The recent collections have featured a more restrained use of the brand’s iconic fox logo, suggesting a move towards minimalism and sophistication.
The brand’s global footprint is impressive, with 35 cafés, 33 boutiques, and over 350 retail partners worldwide. While the company does not publicly disclose its turnover, it reported a revenue of €94 million for the 2024 financial year, indicating a profitable operation across its various ventures.
Cultural Significance
Maison Kitsuné’s unique position in the fashion landscape is underscored by its ability to blend various cultural elements. The brand’s name, which translates to “Fox House” in Japanese, reflects its dual heritage and commitment to celebrating both French and Japanese aesthetics. This cultural fusion has resonated with a global audience, making it a significant player in contemporary fashion.
Smith’s appointment is not just a change in leadership; it represents a broader trend in the fashion industry where brands are increasingly seeking leaders who can navigate the complexities of cultural identity and consumer expectations. As the fashion landscape continues to evolve, the ability to adapt while staying true to one’s roots is crucial for success.
Conclusion
Abigail Smith’s appointment as creative director of Maison Kitsuné marks a new era for the brand, one that promises to blend contemporary elegance with its rich cultural heritage. As the fashion world eagerly awaits her debut collection, the anticipation is palpable. With her extensive experience and vision, Smith is set to redefine the Maison Kitsuné silhouette, ensuring that the brand remains at the forefront of the fashion industry while honoring its unique identity. As the Spring-Summer 2026 collection approaches, all eyes will be on Paris to see how this new chapter unfolds.
