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Jan 6, 2023
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Guillem Gallego joins New Guards Group's marketing team

Translated by
Jan 6, 2023

Guillem Gallego has swapped Barcelona for Milan. The executive, a marketing specialist and the mastermind behind the renewal of Desigual's brand identity in 2019, stepped down from his position as director of the company founded by Thomas Meyer at the end of last April. The executive has now revealed his new projects within the Italian luxury conglomerate New Guards Group.

Former Desigual marketing director Guillem Gallego joins New Guards Group - Desigual

Gallego made the announcement in a brief message on his LinkedIn profile on Thursday, January 5. "I am happy to share that I am starting a new position as senior vice president of brand and marketing at New Guards Group," the Spanish executive posted. His new responsibilities, which he assumed as of this January, will see Gallego working from Milan, where the luxury group's headquarters are located. Last June, the company appointed former Nike employee Cristiano Fagnani as chief marketing officer.

Gallego arrived at Desigual as a key signing by the owner of the Barcelona-based company, Meyer, in December 2018. Although his career at the heart of the fashion company was limited to three years, it was a busy period marked by the renewal of the brand's image, when it repositioned itself in order to attract a younger audience through collaborations with cutting-edge artists or designers and, unavoidably, the blow of the pandemic.

Upon leaving Desigual nine months ago, Gallego defined working for the company as a task that "was not particularly easy", but was full of "experiences and lessons learned".

Talent from Nike to strengthen New Guards Group

Before arriving in Barcelona, the manager, who studied cinematography at the Escola Tècnica de Cicles Formatius d'Imatge i So and graduated with a master's degree in international marketing from the EAE Business School, spent 15 years working for the sports giant Nike. Throughout his career in the American company, Gallego held various senior positions in the communications and marketing teams. Between 2016 and 2019, working from Amsterdam, Gallego served as senior marketing director for the EMEA region.

His experience in leisurewear will undoubtedly be useful as he joins New Guards Group, which comprises contemporary luxury brands such as Off-White, Palm Angels, Heron Preston and Ambush. Likewise, his background in sportswear should also prove valuable when it comes to working with Reebok in Europe, whose license was handed over by Authentic Brands Group (ABG) to New Guards Group last February, as well as some other brands owned by the Italian company that are known for their regular collaborations with Nike.

New Guards Group was founded in 2016 by Davide de Giglio, Claudio Antonioli and Marcelo Burlon. In addition to the aforementioned brands, the group also owns Marcelo Burlon County of Milan, Unravel Project, Kirin by Peggy Gou and Opening Ceremony. In 2019, the Portuguese e-commerce giant Farfetch gained control of the conglomerate in a $675 million (about 603 million euros) acquisition.

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