Maison Kitsuné announced the appointment of Abigail Smith, placing one of fashion’s most seasoned talents at the helm of the Franco-Japanese house. This decision comes at a pivotal time as the brand prepares to refine its creative direction and solidify its identity for the Spring/Summer 2026 collection debut during Paris Fashion Week.
Smith brings more than twenty-five years of experience working with luxury brands such as Calvin Klein, Chloé, Stella McCartney, Burberry, and Celine to the role. This appointment follows Marcus Clayton’s departure in 2022 and is the first significant leadership change for the label in several years. Co-founders Gildas Loaëc and Masaya Kuroki described her arrival as “opening the next chapter of our house,” emphasizing her role in crafting a “fresh and modern Parisian wardrobe.”
For a label that has long embraced both Parisian and Tokyo influences, Smith embodies continuity and progression. Born in Sheffield, a city whose industrial landscape and rave culture shaped her creative beginnings, she is well-suited to the role. This background aligns remarkably well with Maison Kitsuné, which began as a music label in 2002 before evolving into fashion, hospitality, and lifestyle ventures. The co-founders believe that Smith’s international career and her understanding of elegance and streetwear will provide her with the necessary perspective to guide the label into its next phase.
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In her own words, Smith outlines her mission with clarity: “I have always admired Maison Kitsuné for its ability to blend fashion, music, and culture into a singular art de vivre. My vision is to create a contemporary, functional wardrobe that reflects Parisian elegance while honoring the brand’s Paris–Tokyo identity.” Her approach speaks to both practicality and beauty, appealing to clients looking for authentic yet refined clothing.
Her first designs for Maison Kitsuné are expected to debut in the Spring/Summer 2026 collection. Industry watchers anticipate that her work will differ from the brand’s recent reliance on logo-heavy pieces and frequent collaborations. Instead, they expect her designs to offer a streamlined silhouette and a more cohesive identity.
Smith’s arrival coincides with broader shifts at Maison Kitsuné. In mid-2024, the company closed two U.S. stores to prioritize digital growth and wholesale distribution. “This strategic repositioning allows us to optimize our footprint in the North American market while remaining true to our brand DNA,” said Johanna Lellouche, the label’s deputy managing director. The company stressed that the closures were not linked to tariffs, but rather part of a long-term strategy.
Despite retreating from some physical spaces, Maison Kitsuné continues to build a global presence. The opening of Desa Kitsuné in Bali in 2024 underscored the company’s ambitions beyond fashion by offering a lifestyle village with retail, dining, and entertainment options. Currently, Maison Kitsuné operates 33 directly owned stores and 43 franchise locations, with distribution in over 350 retailers worldwide, including Harrods and Galeries Lafayette. Meanwhile, the Café Kitsuné division has 35 locations globally, highlighting the brand’s multifaceted approach to modern luxury.
For Smith, the challenge is not only to design clothes, but also to encapsulate the dual spirit of Paris and Tokyo while aligning with the brand’s expanding lifestyle ventures. Her design ethos-minimal and functional yet deeply informed by history and urban culture-suggests that she will guide Maison Kitsuné toward a wardrobe that resonates with contemporary city life while maintaining its playful essence.