Salvatore Ferragamo is entering a new fashion era with its latest appointment.

On March 14, the luxury brand onboarded Maximilian Davis as its new creative director, according to Robb Report. After initially being in the running for LVMH’s Prize for Young Designers to competitively showcase his talent, the British designer has signed on to an exclusive opportunity instead.

“I am delighted to welcome Maximilian at the house of Ferragamo,” Ferragamo CEO Marco Gobbetti shared in a statement, according to Robb Report. “Through his lens of contemporary sensibility, he will write a new, exciting chapter for this house built on a heritage of creativity, craftsmanship, sophistication and outstanding human values.”

The British designer, who has worked with the likes of Rihanna, Kim Kardashian, and Dua Lipa is set to bring his innovative ideas forward to pivot the longtime company to a more modern feel for today’s fashion world.

View this post on Instagram

A post shared by MAXIMILIAN (@_maximiliandavis_)

“I am deeply honored to be joining Ferragamo and grateful for the opportunity to build on the rich and profound heritage of the house,” Davis says in a statement. “Ferragamo represents a dedication to timeless elegance and sophistication that I find incredibly inspiring. I’m looking forward to articulating my vision, elevated by the codes of Italian craftsmanship, quality and innovation.”

View this post on Instagram

A post shared by MAXIMILIAN (@_maximiliandavis_)

Salvatore Ferragamo

Sign up for our daily Newsletter.