PARIS — Maison Kitsuné has named Abigail Smith its new creative director, WWD has learned.
Her first collection is slated to debut during Paris Fashion Week for spring 2026. The appointment comes as the 23-year-old Paris-meets-Tokyo brand is looking to sharpen its creative identity and refocus its global operations.
“I have always admired Maison Kitsuné for its ability to blend fashion, music, and culture into a singular art de vivre,” Smith said in a statement. “My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris–Tokyo identity.”
Related Articles
Smith, a seasoned designer with over two decades of experience at leading fashion houses including Calvin Klein, Victoria Beckham, Chloé and Stella McCartney, is tasked with redefining the Maison Kitsuné silhouette after seasons of studio collections that have relied heavily on prints and logos, as well as frequent branding collaborations.
You May Also Like
Smith’s appointment is the first creative major leadership appointment since the departure of Marcus Clayton in 2022.
Maison Kitsuné cofounders Gildas Loaëc and Masaya Kuroki described Smith’s arrival as “the next chapter” for the house.
“Through her talent and expertise, and in close collaboration with our Paris atelier, she is crafting a fresh and modern Parisian wardrobe,” they said in a statement. “She brings an innate understanding of the house’s identity, an irreverent blend of Parisian elegance and a Japanese appreciation of streetwear.”
Born in Sheffield, in the north of England, Smith’s creative roots come from the U.K.’s rave culture, which connects her to Maison Kitsuné’s own musical history. The brand was founded in 2002 as a music label before expanding into fashion, cafés and lifestyle concepts.
Smith’s appointment comes amid broader strategic shifts at the company. In July, Maison Kitsuné shuttered its two physical retail stores in the U.S. to concentrate on digital channels and wholesale distribution.
“This strategic repositioning allows us to optimize our footprint in the North American market while remaining true to our brand DNA,” deputy managing director Johanna Lellouche said at the time. The company emphasized that the closures were unrelated to U.S. tariff changes and that North America remains a priority market.
The brand has continued to expand its scope beyond fashion. In 2024, it opened a multiconcept lifestyle village featuring retail, dining and entertainment space called Desa Kitsuné in Bali.
Globally, Maison Kitsuné operates 33 directly owned stores, 43 franchise locations, and is stocked in over 350 retailers including Harrods in London and Galeries Lafayette in France. Its café division continues to grow, with 35 Café Kitsuné locations worldwide.