Daks names Luigi Veccia new creative director

Daks is starting a new chapter. The 125-year-old British luxury label has appointed Luigi Veccia as creative director for its men’s and women's ready-to-wear collections and accessories.

Veccia has worked for 10 years in Daks’ style office as womenswear and accessories designer, and is now tasked with rejuvenating the classic British label, infusing its prestigious heritage with a new creative lexicon, and injecting some fresh Brit cool to provide new energy. On February 18, Daks will make its catwalk comeback, staging its first-ever co-ed show at London Fashion Week.

“Daks is keener on evolution than revolution, starting from the foundation of its rich design heritage. While adopting new styling solutions, Daks clothes are forever,” said Veccia. “The revamping of the label’s brand codes started with a reinvention of the double D logo, yielding a series of new, twisty geometric patterns, and continued with the creation of fresh motifs inspired by the English natural world and the lavish mansions of the British aristocracy. As a company, Daks intends to be directly involved in promoting sustainability in fashion, and in future it plans to chiefly use recycled and environmentally friendly fabrics,” he added.

Veccia's goal is to stay true to Daks’ evergreen identity, based on its extensive design archives, with a variety of classic overcoats and trench coats, on its signature check pattern and on its range of trousers, first introduced by Daks in the 1950s. In parallel, Veccia plans to broaden the range of accessories and leather goods, the new product focus for Daks.

Veccia was born in Naples and, after graduating in fashion design at Rome’s IED academy in 1994, he began his career at Valentino, later working for other leading labels as a consultant before joining the Daks design team in 2010.