James Purdey & Sons, the over 200 year-old Richemont-owned British brand, has named British designer Giles Deacon creative director of clothing, accessories and brand image. He succeeds Simon Holloway, who joined menswear brand Dunhill, also owned by Richemont, in 2023.

Deacon is perhaps an unexpected choice for the gun and field sport clothing maker, which holds the Royal Warrant of gunmaker to the British royal family. He’s best known for his feminine dresses and use of pattern, as well as his celebrity client roster, which includes Beyoncé, Sarah Jessica Parker, Pippa Middleton and Billy Porter. He previously held roles at Bottega Veneta, Gucci and Tom Ford.

Last year, Purdey put a new focus on expanding and elevating its clothing business. Its knitwear and outerwear retail at Net-a-Porter and Harrods.

”Giles’ 30-years of experience in the industry perfectly complements what we do here at Purdey,” said CEO Dan Jago in a statement. “Valuing and supporting quality craftsmanship, upholding and celebrating these skills, and honouring design that is able to evolve while staying true to its roots.”

Learn more:

The BoF Podcast: Giles Deacon on Carving Out His Own Fashion Calendar

The designer speaks with BoF’s Imran Amed about the importance of creative autonomy in a time of ‘product for more product’s sake.’