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The Chinese contemporary luxury fashion house taps the British designer to oversee menswear, womenswear, leather goods, and accessories, with his inaugural collection debuting at this February’s London Fashion Week.
2025 marks a new chapter for MITHRIDATE. This Wednesday, the Chinese contemporary luxury fashion house announced that British designer Daniel Fletcher will take the helm as the brand’s new Creative Director, overseeing menswear, womenswear, leather goods, and accessories. Fletcher will split his time between the brand’s two homes, in China and London, working closely with CEO Tina Jiang, who will lead on operations and business.
“This is a really exciting new chapter for MITHRIDATE as we align the East and West and present our customers with a new vision,” Jiang says on a press statement. “I’ve always loved British culture so it makes sense that I would want to bring in a creative director like Daniel who not only has lots of great experience working in the global fashion industry, but who also has great taste that I admire.” Fletcher’s inaugural collection will be presented this February at London Fashion Week, as the label hints at a complete rebrand in alignment with its “view of a global future.”
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“I am extremely grateful to begin this new chapter in my career with the total trust of the whole MITHRIDATE team,” says Fletcher, who enlisted none other than British it-girl Alexa Chung as the star of his first campaign for the brand. “My aim is to create a new legacy that brings together influences from my British culture and heritage and align them with the remarkable Chinese craftsmanship that MITHRIDATE has access to. This feels like such a unique position to be in as I present new original ideas of my own and develop an identity that is not weighted heavily on an archive’s influence but allows me to expand on my vision while also exploring new areas of technique thanks to MITHRIDATE’s established infrastructure.” The best is yet to come!