Daniel Fletcher Is MITHRIDATE’s New Creative Director
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5 hours ago
The designer will debut his first collection with the brand at London Fashion Week
A regular standout at London Fashion Week, MITHRIDATE has made a name for itself thanks to its artsy collections, dynamic shows and growing fanbase. And with the event itself just a few weeks away, the brand has one more reason to turn heads: a new design lead Here’s everything you need to know about MITHRIDATE’s newest Creative Director, Daniel Fletcher.
Meet MITHRIDATE’s New Creative Director: Daniel Fletcher
In a surprise announcement, MITHRIDATE has appointed British designer Daniel Fletcher as its new Creative Director – effective immediately. The designer, who inherits the title from Chinese designer Demon Zhang, will apparently split his time between China and a London studio, where he will oversee mens and womenswear collections, leather goods and accessories.
To accompany the news, MITHRIDATE has released a brand new set of campaign images inspired by 90s leisurewear catalogues and heritage athlete portraits – and starring British model Alexa Chung (who also happens to be a good friend of the designer). ‘[Alexa] represents the MITHRIDATE woman I imagine when I’m designing,’ explained Fletcher.
A refreshed logo has also been unveiled, with a new typeface inspired by antiquities that would have held the semi-mythical mithridate remedy (created by Mithridates VI Eupator of Pontus, the brand’s namesake, in the 1st century BC) and Savile Row and Jermyn Street shop signs.
‘This is a really exciting new chapter for MITHRIDATE as we align the East and West and present our customers with a new vision,’ commented Tina Jiang, CEO of MITHRIDATE. ‘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. Our customer knows what they want and I’m certain they’ll get on board with Daniel’s sophisticated design signature.
‘Going forward, we want transparency between the brand and a customer as we see they are becoming increasingly more interested in the behind-the-scenes decisions. So, we want to play this game of fashion with them, as, with Daniel on board, we make the most of a great opportunity to make MITHRIDATE a truly global brand.’
Who Is He?
Based in London, Daniel Fletcher broke into the fashion industry in 2015 when, upon graduating from Central Saint Martins, he launched his eponymous fashion label Daniel W. Fletcher. And in the almost 10 years since, he has had a huge career: running his brand, simultaneously holding roles at JW Anderson and at Louis Vuitton, and acting as artistic director of Fiorucci.
(If you found yourself binging Netflix shows in 2020, you might also recognise Fletcher from the first season of Next In Fashion. He made it all the way to the final, finishing in second place.)
‘I am extremely grateful to begin this new chapter in my career with the total trust of the whole MITHRIDATE team,’ said the designer in an official announcement. ‘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.’
When Will We See Daniel Fletcher’s First MITHRIDATE Collection?
Daniel Fletcher will be showing his first collection as MITHRIDATE’s Creative Director at London Fashion Week AW25. You can find out more about what to expect from the event here.
Images courtesy of MITHRIDATE
