Breaking news - 3/21/23
AMIRI appoints Adrian Ward-Rees as CEO
Los Angeles, March 15th, 2023
AMIRI is pleased to announce the appointment of Adrian Ward-Rees as Chief Executive Officer, starting April 1, 2023. Adrian joins AMIRI from Burberry, where he was Senior Vice President for the past three years. Prior to Burberry, Adrian held the position of Managing Director at Dior Homme. He brings 30- plus years of knowledge and experience in the fashion and luxury goods sector to his role, which will strengthen and solidify the existing parts of the business, as well as identify new opportunities. His vision is to embrace AMIRI’s California luxury identity while increasing global awareness; and to build a culture of innovation and elegance that translates to every touchpoint of the business.
Adrian’s deep understanding and respect for brand culture and modern luxury make him well-suited to AMIRI, where creativity, independence and authenticity have precedence. With Adrian’s appointment, founder Mike Amiri will focus on his role as Creative Director, guiding the artistic vision of the house and exploring and developing the accessories and womenswear lines as well as new categories.
“Adrian has strong and holistic expertise in all facets of the business,” says Mike Amiri of this appointment. “His thoughtful insight within the luxury sector combined with a modern approach made him the best candidate to drive the continued growth at AMIRI.”
“I am thrilled to join AMIRI. Mike has built an incredible brand with a real connection to youth culture and modern luxury. I look forward to growing the business further, building its retail presence and the categories in careful alignment with the AMIRI universe.” – Adrian Ward-Rees.
About Adrian Ward-Rees
UK-born Adrian Ward-Rees established an early career in fashion as a buyer and merchandiser at Selfridges, going on to work with Nike and Speedo before transitioning to the luxury market to work at Dior Homme in 2016 and then Burberry in 2020 as Senior Vice President. Throughout his career, he has appreciated working alongside some of the most respected leaders and creatives in the business, including Angela Ahrendts, Christopher Bailey, Riccardo Tisci, Marco Gobeti at Burberry and Sidney Toledano, Serge Brunschwig and Pietro Beccari, Kris van Assche and Kim Jones at Dior Homme.
Chief Executive Officer, Adrian ward-Rees Q&A
What do you admire most about AMIRI?
Adrian Ward-Rees (AWR): “Mike has not only built a leading global brand over a very short time, but he has created a unique culture and spirit with his team – this approach to luxury is refreshing and paves the way for an exciting future.”
What is AMIRI's strength in the market today?
AWR: “AMIRI has created a real connection between youth culture and modern luxury by elevating modern staples and allowing their consumer to move through the brand. The ability to feel empowered, relevant and grounded through denim, sneakers and tailoring is unique—the ability for its consumers to feel connected immediately to the culture of AMIRI.”
What is your focus for the future?
AWR: “It’s really to embrace LA luxury and to communicate it globally, to build a culture of innovation and elegance and allow this experience to be seen through retail, online and wholesale.”
Founder, Creative Director, Mike Amiri Q&A
Why was Adrian the right candidate for the job?
Mike Amiri (MA): “Adrian has strong and holistic expertise in all facets of the business. His thoughtful insight within the luxury sector and a modern approach made him the best candidate to drive the continued growth at AMIRI.”
Why is it essential to expand the leadership team at this point?
MA: “AMIRI has grown to become one of the rare independent brands that not only participates but thrives within the global luxury market. As we continue to build, it is important to be mindful of supporting this growth with world-class leadership as the foundation.”
How will this alter your responsibilities and focus?
MA: “Since the company's start, I’ve had to balance my time carefully between my Chief Executive and Creative Director roles. Moving forward, I can dedicate a greater share of my focus to the brand’s creative direction and expanding the world of AMIRI.”
What do you see AMIRI’S priorities moving forward?
MA: “We plan to focus on categorical growth specifically in accessories and womenswear as well as actualizing our retail potential in all geographies.”
Where do you hope to steer the brand with Adrian's help?
MA: “With Adrian’s expertise, we will be able to strengthen and solidify the existing parts of the business as well as identify new opportunities. Our vision is crystal clear as we continue establishing AMIRI as a global luxury Maison.”