Hector Muelas, who moves over from Tiffany & Co., is to "define and steer" the brand's "creative storytelling across all touch points," according to Vuitton.

Louis Vuitton has appointed Hector Muelas chief brand creative officer, effective Nov. 1, WWD has learned.

Vuitton confirmed the hire and said Muelas “will define and steer our creative storytelling across all touch points, thereby ensuring strong overall image consistency.”

The position is a new one and reports to Damien Bertrand, deputy chief executive officer at Louis Vuitton.

Since August 2023, Muelas has served as global chief brand and creative officer at Tiffany & Co., which like Vuitton is part of the luxury group LVMH Moët Hennessy Louis Vuitton.

“Leading creative and content execution, he will oversee all brand campaigns, with the art buying team led by Magena Chansarel and the content factory team led by Carole Fuchs joining his organization,” Bertrand said in an internal announcement seen by WWD.

“In close collaboration with our business units, regions, and creative talents, Hector will further elevate our brand desirability, ensuring the house continues to set the benchmark in cultural resonance, creative boldness, and emotional connection with our clients worldwide,” Bertrand added.

The announcement lauded Muelas for playing a “transformative role in redefining (Tiffany & Co.’s) creative voice, elevating the brand, and driving its cultural resonance worldwide.”

“Hector brings over two decades of international experience rooted in culture, storytelling, and brand building,” it added.

Muelas first joined LVMH in 2015 as Rimowa’s global vice president of content and creative, later becoming its chief brand officer, “where he spearheaded the brand’s global relaunch and repositioning,” according to the announcement.

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