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18 Sep

Tom Ford Taps Paolo Cigognini for Top Media, Communications Role

Tom Ford Taps Paolo Cigognini for Top Media, Communications Role

LONDON – Paolo Cigognini has been named senior vice chairman, global communications and media, at Tom Ford as a part of a series of appointments set to be announced today.

WWD has learned that Rebecca Mason has taken on the role of senior vice chairman, global brand image at Tom Ford, which was founded by the namesake designer in 2005, and is wholly-owned by the Estée Lauder Firms.

Each Cigognini and Mason joined the corporate late last month, and can work closely “to make sure brand image and communications are consistent and cohesive across all verticals of the worldwide luxury house including fashion, beauty and eyewear,” in response to the owners.

Cigognini has twenty years of worldwide luxury marketing and communications experience, and was most recently chief marketing officer at Alexander McQueen, a task he left earlier this 12 months.

At McQueen he worked closely with the corporate’s management and with the creative director Sarah Burton, who’s leaving the corporate later this 12 months.

During his time on the Kering-owned house, Cigognini was instrumental in setting the marketing and communications strategy. He oversaw a raft of international store openings and helped lead McQueen into the circular economy via a parternship with Vestiaire Collective.

Prior to now he has held leadership roles in marketing and communications at corporations including Bottega Veneta, Dolce & Gabbana, and Bulgari.

At Tom Ford, Cigognini will oversee brand equity, strategic communications, paid, owned and earned media, talent and brand voice, for all categories. He’ll report back to Guillaume Jesel, president and chief executive officer of Tom Ford, and Lelio Gavazza, chief executive officer of Tom Ford Fashion.

“Paolo is a world-class, strategic communications leader with exceptional experience working with creative directors in fashion,” said Gavazza. “He has deep expertise in driving luxury aspiration and elevating brand equity to deliver business results.”

Mason joins from Condé Nast, where she spent greater than 15 years, most recently as vice chairman of worldwide creative for Condé Nast Business Creative. She’s going to oversee the brand image for all categories and report back to Jesel and Peter Hawkings, the brand’s creative director.

Jesel said Mason’s “proven expertise will make sure that the brand image of Tom Ford continues to deliver visually arresting, daring concepts” that showcase the brand’s vision of recent glamour.

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