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Byredo appoints Chanel's Lucia Pica as Creative Director

Jeremy Lim
15 March 2022

Byredo has appointed Chanel's former Global Creative Makeup and Colour Designer, Lucia Pica, to succeed Isamaya Ffrench as Creative Director, who recently stepped down after three years in the role.

In her new role, Pica will work closely with Byredo's Founder and the brand's product marketing team to develop the next phase of its colour cosmetics line.

Pica brings six years of makeup experience at Chanel to Byredo and will bring her sophisticated signature looks to the brand's makeup offering. Her first collection for the brand will launch this autumn.

The news follows a period of major announcements from Byredo, which includes the launch of a new mascara campaign starring Arca, a storefront in Japan, and the confirmation of a skincare line in 2023.

Ben Gorham, Byredo's Founder, commented: "Makeup is the first Byredo category that I don't use personally, so I value a collaborator highly for their subjective perspective, and Lucia's work is exceptional. The way she portrays people through makeup -- their empowerment but also their vulnerability, their demeanour -- is beautiful, and resonates with what I hope we can attain at Byredo. Our ambitions for makeup are real."

Commenting on her apppointment, Pica added: "There is such elegance to Byredo. I imagine the Byredo person as someone completely at ease with their emotions. And with color, there has to be a story — poetry, depth. Instilling that sensibility into the makeup feels like the right project for me."

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