London-based designer Daniel Fletcher has been named creative director of growing Chinese brand Mithridate, effective immediately, replacing founding creative chief Demon Zhang.

His first collection for the label will be shown at London Fashion Week for AW25.

Fletcher will work between China and the brand’s London studio and despite being best known for his high-end menswear, will be in charge of both men’s and womenswear collections, leather goods and accessories.

At the same time, Mithridate has released its latest campaign with a series of images starring Alexa Chung, an international style icon and good friend of Fletcher.

He said she “represents the Mithridate woman I imagine when I’m designing”.

That’s not all, the appointment also comes as the label unveils a refreshed logo inspired by antiquities.

CEO Tina Jiang said it’s “a really exciting new chapter… as we align the East and West and present our customers with a new vision. I’ve always loved British culture so it makes sense that I would want to bring in a creative director like Daniel who not only has lots of great experience working in the global fashion industry, but who also has great taste that I admire. Our customer knows what they want and I’m certain they’ll get on board with Daniel’s sophisticated design signature.”

Jiang added that the company is making the most “of a great opportunity to make Mithridate a truly global brand”.

Fletcher, a Central Saint Martins graduate, launched his Daniel W Fletcher label almost 10 years ago and since then has also held roles at JW Anderson, Louis Vuitton, and Fiorucci.

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Of his new role he said he wants to “create a new legacy that brings together influences from my British culture and heritage and align them with the remarkable Chinese craftsmanship that Mithridate has access to. This feels like such a unique position to be in as I present new original ideas of my own and develop an identity that is not weighted heavily on an archive’s influence but allows me to expand on my vision while also exploring new areas of technique thanks to Mithridate’s established infrastructure”.