Hong Kong-based lifestyle brand Esprit has appointed former Banana Republic chief brand officer, Ana Andjelic, to the same role, based in its New York office. 

Esprit says Andjelic will redefine the brand’s new identity and lead Esprit’s global creative and design hub in New York, which is responsible for the company’s rebranding project. 

“Ana’s extensive experiences in brand building are extremely valuable in bringing Esprit’s global ambitions to life,” said William Pak, CEO at Esprit. “Ana will play an indispensable role in enhancing and strengthening our brand, and in turn accelerating our growth.”

At Banana Republic, Andjelic oversaw the marketing, creative, and product design functions, and was responsible for setting the new brand strategy, and creative and editorial directions.

Before Banana Republic, she served at Masur Gavriel as chief marketing officer and Rebecca Minkoff as chief brand officer. She is a regular contributor to the Wall Street Journal, The Guardian, Business of Fashion, and Harvard Business Review, and is the author of the book “The Business of Aspiration”.

Esprit, listed on the Hong Kong Stock Exchange since 1993, has a presence in more than 30 markets around the world.