Adrian Ward-Rees Appointed New President of Dries Van Noten

Dries Van Noten, the distinguished fashion and beauty label under the Puig umbrella, has officially named Adrian Ward-Rees as its incoming president. This significant announcement was made on Friday by the company. Ward-Rees is set to take over from Axel Keller, who will be concluding his tenure after more than five impactful years with the esteemed brand. This transition marks a new chapter for Dries Van Noten, aiming to build on its recent successes and continued global expansion.

Ward-Rees brings a wealth of experience from his previous role as chief business officer at Moncler Grenoble, Moncler’s luxury performance and ski line, where he served for over two years. His official start date at Dries Van Noten is scheduled for December 1. Axel Keller will remain with the company until the end of the year to facilitate a seamless handover, ensuring continuity and stability during this leadership change. This strategic move is expected to further bolster Dries Van Noten’s market position and drive future growth.

During his five-year tenure, Axel Keller played a pivotal role in shaping Dries Van Noten’s trajectory. An internal announcement highlighted his close collaboration with both leadership and creative teams, which led to substantial growth in the brand’s retail, wholesale, and digital sectors. Keller was instrumental in enhancing Dries Van Noten's international footprint and significantly expanding its accessories range. His achievements include the successful launch of flagship stores in prominent fashion capitals like New York and London, as well as the pioneering of innovative gallery retail concepts in cultural hubs such as Brussels, Milan, and Kyoto. Furthermore, Keller was crucial in the creative succession planning, supporting the appointment of Julian Klausner as creative director in 2024, following Dries Van Noten’s decision to step down from the role. This period of dynamic leadership under Keller has positioned the brand for continued success.

This executive transition arrives at a propitious time for Dries Van Noten. The brand is currently enjoying a period of robust performance, with new creative director Julian Klausner's collections garnering both critical acclaim and substantial commercial success, evidenced by double-digit growth recorded in 2026. The task now falls to Ward-Rees to leverage this momentum, steering the brand through its next phase of development and further solidifying its presence in the competitive luxury market. Puig CEO Jose Manuel Albesa expressed optimism regarding the brand's future, noting the seamless continuity in brand DNA with a fresh, modern perspective brought by Klausner. Albesa also outlined plans for a measured retail expansion, aiming to open two to three unique Dries Van Noten spaces annually in carefully selected locations, reinforcing the brand’s identity as a distinct destination for luxury fashion.