Represent appoints Priya De Souza as chief marketing officer

British fashion label Represent has appointed Priya De Souza as chief marketing officer, effective immediately.

In the role, De Souza will report to chief executive Paul Spencer and lead marketing, communications and brand strategy across Represent and its performance line, 247 by Represent, the Manchester-founded company said in a release.

De Souza joins from Casablanca, where she was chief marketing officer, built the marketing team and led the brand’s communications and marketing strategy. Before that, she led global marketing communications at Adidas Originals. There she ran end-to-end campaigns for collaborations with Gucci, Balenciaga and Wales Bonner, and oversaw global social and PR. Earlier in her career, she spent almost a decade at Dazed Media, where she led the youth culture publisher’s partnerships arm.

The hire comes as Represent expands into new global markets. Since 2024, the brand has opened its first stores in Los Angeles, Manchester, London and, most recently, Cape Town.

“Priya brings an incredible depth of global brand experience across culture, sport and luxury, but just as importantly, we loved her as a person from the start,” said Spencer.

Co-founder George Heaton added: “Priya has spent her career where fashion and culture meet, working with brands we have a lot of respect for. As we grow, she’ll be central to how we tell our story.”

De Souza said: “Represent has built something rare as an independent brand: a loyal community and real credibility in fashion. I’m looking forward to working closely with George, Spenny and the team on this next chapter.”

Founded in 2011 by brothers George and Mike Heaton, Represent launched 247 in 2020 as a performance line spanning running, hybrid training and fashion.

This article was written with the assistance of AI.