Asprey appoints new creative director

British jewellery house Asprey has appointed Hakan Rosenius to be its new creative director. Rosenius will join the firm and the fill the newly created position from Paul Smith, where he spent the past 23 years and is currently creative director.

At Asprey, the creative roles had originally been divided among a design team that included Hussein Chalayan for ready-to-wear, Alessandra Gradi for jewellery and Thierry de Baschmakoff for home accessories. As creative director, Rosenius will be put in charge of design, marketing, advertising, promotion and visual merchandising. He will report to Asprey chief executive Gianluca Brozzetti.

"We are all very excited by the arrival of Hakan Rosenius as creative director," said Brozzetti in a statement. "His creative experience, style and passion for Britishness and luxury will make a great contribution to the development of Asprey worldwide."

At Paul Smith, Rosenius worked alongside Sir Paul on store interiors, merchandising, packaging, look books and advertising for licensed products. Prior to this he worked as a buyer and merchandiser for London boutiques Browns and Joseph.