Chloé named Valérie Leberichel its Chief Marketing Officer, ending a two-year gap in the C-suite role at the Richemont-owned house. Leberichel arrives from LVMH's Marc Jacobs, where she led global marketing through the brand's repositioning under parent company Puig. The appointment comes five months after creative director Chemena Kamali's Spring 2025 runway debut and signals Richemont's intent to stabilize brand architecture before the next collection cycle.

The CMO vacancy dates to late 2022, when Chloé operated marketing through regional directors reporting to CEO Riccardo Bellini. That structure held through Kamali's appointment in December 2023 and her first collection in September 2024. Leberichel inherits a marketing organization that has leaned on heritage codes—the house's Seventies bohemian DNA—without unified global campaigns since Gabriela Hearst's departure. Her brief includes reconciling Kamali's creative vision with commercial expansion in Asia-Pacific, where Chloé holds 4.2% ready-to-wear market share versus 7.8% for peer set Zimmermann and The Row combined.

The timing aligns with Richemont's portfolio recalibration. The group has cycled through CMOs at Alaïa (filled February 2024) and reshuffled digital leadership at Cartier and Van Cleef. Leberichel's LVMH pedigree matters: she ran integrated campaigns during Marc Jacobs' shift from department-store anchor to DTC-first distribution, a playbook relevant as Chloé reduces wholesale penetration from 62% to a targeted 48% by fiscal 2026. Her prior role at Yves Saint Laurent Beauté, also LVMH, gives her fluency in fragrance—a category generating 31% of Chloé's revenue but underdeveloped in storytelling versus fashion.

Operators should watch three developments. First, whether Leberichel centralizes media buying currently split across six agencies in Europe and North America—consolidation typically precedes repositioning. Second, Chloé's participation in the September 2025 Paris calendar; Kamali's second show will test whether the CMO can translate runway energy into acquisition campaigns that move beyond legacy customer files. Third, any shift in influencer strategy: the house has favored European talent over U.S. macro-influencers, leaving share on the table in a market where peer brands convert $180 per thousand impressions versus Chloé's estimated $110.

Richemont reports half-year results in November 2025, the first window to measure Leberichel's impact on brand heat metrics and DTC conversion.