The Chinese brand Mithridate, which was founded in London in 2018, have just announced Daniel Fletcher as its new Creative Director, effective immediately. Fletcher, who founded his namesake brand Daniel W. Fletcher in 2015, has previously held the position of artistic director at Fiorucci.

Mithridate made its London Fashion Week runway debut during the SS25 season with an eclectic collection inspired by then-Creative Director Demon Zhang’s Chinese heritage. The brand, which was founded by Tina Jiang, is looking to enter its next era. By bringing in Fletcher and undergoing a full rebrand (including a slick new logo centred around the M insignia), Mithridate will be establishing itself as a bridge between British and Chinese culture.

The new role will see Fletcher working between London and Guangzhou in China, a city known for its textile exports and the central design hub of Mithridate. “My aim is to create a new legacy that brings together influences from my British culture and heritage and align them with the remarkable Chinese craftsmanship that Mithridate has access to,” said Fletcher in a statement.

To mark the new era of Mithridate, a new campaign starring the legendary British it-girl Alexa Chung and shot by HERO Editor-in-Chief Fabien Kruszelnicki has been released. Of choosing Alexa, Fletcher said that the model “represents the Mithridate woman I imagine when I’m designing.” Recalling 90s leisurewear catalogues, the imagery gives us our first glimpse at Fletcher’s Mithridate with hints of British heritage silhouettes and preppy styling.