TALLY WEiJL appoints José Antonio Blanco as chief product officer

TALLY WEiJL has appointed José Antonio Blanco as chief product officer (CPO). He joins a fashion brand with a clear and recognisable identity: one that has celebrated femininity, individuality and confidence since its founding in Switzerland in 1984.

Created by Tally Elfassi-Weijl and Beat Grüring, TALLY WEiJL has long encouraged women to express themselves through fashion. That spirit lives on in the brand’s Be Unstoppable message and its TOTALLY YOU campaign, which put the personality of the women wearing the clothes at the heart of the story.

Blanco’s role is to carry that identity forward through the product. Working with the design, buying, planning and sourcing teams, he will help ensure that new collections remain unmistakably TALLY WEiJL while finding fresh ways to connect with the women who wear them. His focus will be on bringing creative ideas and customer insight together, responding to trends and supporting the brand’s continued growth.

Blanco brings experience across design, creative direction and buying. He has worked on collections for international fashion brands ZARA, Stradivarius and served as art director for SASCH and SHSJEANS. Most recently, he was buying director at MAAG. That combination of creative and commercial experience will support him in leading TALLY WEiJL’s product strategy from the first idea for a collection through to the finished offer.

The appointment builds on a strong foundation. For more than four decades, TALLY WEiJL has developed fashion for women who want to dress on their own terms. Blanco takes responsibility for the next chapter of that product story: staying true to the brand’s DNA while bringing new energy to the collections and to the unstoppable girls who inspire them.