Shira Suveyke Snyder is now chief executive officer of Proenza Schouler, the brand announced on Thursday.

Suveyke Snyder succeeds Kay Hong, who held the role since 2018, after designers Jack McCollough and Lazaro Hernandez bought back their brand (in partnership with hedge fund Mudrick Capital) from Boston-based private equity Castanea Partners. Hong will remain on the board of directors.

Formerly the brand president of Amazon-owned e-tailer Shopbop, Suveyke Snyder has held several roles in the e-commerce space; she served as executive vice president at Yoox Net-a-Porter Group, where she helped launch The Outnet and worked in buying and merchandising roles at Gilt, J.Crew and Macy’s. Most recently, Snyder has been independently consulting on scaling private equity portfolio luxury companies. Proenza Schouler will look to leverage her expertise to accelerate growth through its own direct-to-consumer channels.

“We have the unique opportunity to take the brand’s incredible momentum and expand on what Jack and Lazaro have built by owning our customer and our brand voice,” said Suveyke Snyder.

The move comes in the midst of a years-long turnaround for the Proenza Schouler business. The brand is set to open a new store in SoHo later this year and McCollough and Hernandez are finalists for the CFDA’s womenswear designer of the year award.

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