Priya De Souza Takes the Helm as CMO at Represent
In a significant move for the luxury streetwear brand Represent, Priya De Souza has been appointed as the Chief Marketing Officer, marking a strategic step forward as the company aims to enhance its physical retail presence. De Souza, who previously held the same role at Casablanca, brings a wealth of experience from her tenure at Adidas, where she served as the Senior Director of Global Marketing Communications from 2021 to 2025. In this capacity, she was instrumental in spearheading high-profile collaborations with fashion giants such as Gucci, Balenciaga, and Wales Bonner, showcasing her adeptness in merging cultural relevance with marketing acumen.
De Souza's background is rich with experience in high-fashion marketing, having held senior positions at renowned brands, including Exposure and Agent Provocateur, alongside pivotal roles at Dazed Media and i-D Magazine earlier in her career. Her comprehensive understanding of brand strategy and market dynamics positions her as a valuable asset to Represent as it seeks to establish a more substantial retail footprint, with existing stores in key cities like Manchester, London, Los Angeles, and Cape Town.
In her new role, De Souza will report directly to Represent's CEO, Paul Spencer, and will oversee the marketing, communications, and brand strategy for both Represent and its activewear diffusion line, known as 247. Spencer expressed his enthusiasm for De Souza's appointment, noting, "Priya brings an incredible depth of global brand experience across culture, sport, and luxury, but just as importantly, we loved her as a person from the start."
Co-founder George Heaton also shared his excitement about De Souza joining the team, stating, "Priya has spent her career where fashion and culture meet, working with brands we have a lot of respect for. As we grow, she’ll be central to how we tell our story." De Souza herself expressed her eagerness to contribute to Represent's unique community, stating, "Represent has built something rare as an independent brand: a loyal community and real credibility in fashion. I’m looking forward to working closely with George, Spenny, and the team on this next chapter of growth and innovation." The appointment comes on the heels of Represent's earlier decision to bring on Jim Anfuso as the brand president for North America in January, further signaling the brand's ambitious growth plans.
As reported by theretailbulletin.com.
