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Isabel Marant<\/b> is at a turning point. Since its founder\u2019s departure in late 2025, the brand has been navigating a delicate balancing act, made all the more challenging by a tense market. Like many brands, it aims to reinvent itself without losing sight of its core values. In this context, every strategic decision counts, and the appointment of Catherine Jacquet<\/b> makes perfect sense…<\/p>\n
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After gaining experience at houses such as Courr\u00e8ges, Sonia Rykiel<\/b>, and Rabanne<\/b>, the current COO of Fear of God<\/b> in Los Angeles\u2014who also holds a degree from the Institut Fran\u00e7ais de la Mode\u2014is joining Isabel Marant, the queen of Parisian bohemian style. Her diverse background has equipped her with expertise in both international expansion and luxury brand management.<\/p>\n
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Her experience in international development, operational structuring, and brand image management makes her the ideal candidate for this position.<\/p>\n
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This appointment is significant for the brand. Indeed, following several periods of slowdown amid a tighter market\u2014with sales down 17%<\/b> over the first nine months of 2025, with wholesale particularly hard-hit\u2014the need to strengthen brand image control and stand up to increased competition from \u201cquiet luxury\u201d has become paramount.<\/p>\n
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The end of 2025 was marked by the departure of its designer, making way for Kim Bekker<\/b>, a longtime collaborator and familiar face at the brand. Her knowledge of the brand\u2019s codes and her involvement in developing the \u201ceffortless Parisian\u201d aesthetic make her the perfect operational creative director for Isabel Marant.<\/p>\n
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This new Jacquet-Bekker duo will help strengthen the brand\u2019s codes and structure in the face of a tense market, secure its growth, and protect the brand\u2019s strong identity. But a balance must be struck in this transformation: modernizing without losing its essence, because despite everything, Isabel Marant remains a highly codified brand: vintage influence, \u201ccool girl\u201d spirit, Parisian bohemian aesthetic.<\/p>\n
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This positioning must be modernized without becoming too commercial\u2014an extremely delicate balance in contemporary luxury. All the more so since the brand is majority-owned by Montefiore Investment, which holds 51% of the equity.<\/p>\n
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As for Catherine Jacquet, several challenges lie ahead: while her role is to implement and steer the brand strategy, she must also rebalance the wholesale market\u2014a sector currently suffering greatly, and one that many brands are trying to regain control of through retail and e-commerce. One of the most important priorities for Isabel Marant will be to reposition itself within \u201ccool luxury\u201d alongside brands such as Saint Laurent, The Row<\/b>, and Lemaire<\/b>.<\/p>\n
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The challenge ? Remaining desirable without falling into the trap of luxury that is too polished or too corporate. This appointment confirms the brand\u2019s commitment to entering a new phase of development that is more mature and structured.<\/p>\n
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