Jet Set names Michael Michalsky as creative director

German designer Michael Michalsky is to take over the creative direction of Swiss luxury brand Jet Set. With his help, the brand, which previously focused on ski wear, is planning to expand into sportswear. Michalsky’s first collection will be presented in January at Paris Men’s Fashion Week.


Michael Michalsky, new creative director of Jet Set, wears a vintage bomber jacket from the Swiss luxury brand - JET SET

In addition to shifting its design focus, the company owned by Gaydoul Group wants to further develop its retail strategy and secure new wholesale partners in the premium segment globally.

Jet Set was founded in 1969 in St. Moritz, where it is still headquartered under the umbrella of Gaydoul Group, which is led by Philippe Gaydoul. The brand is currently available in 20 countries and in 120 stores, mainly in the DACH region (Germany, Austria and Switzerland), as well as Italy and the US. In 2019, the company wants to drive sales in key cities.

Michael Michalsky is one of Germany’s most famous fashion designers. He was creative director at Adidas from 2000 to 2006, where he was responsible for various collaborations with Yohji Yamamoto, Stella McCartney, Jeremy Scott and Missy Elliot.

After leaving Adidas, he joined MCM, where he held several roles and helped revive the brand under the direction of owner Sung-Joo Kim. At the same time, he focused on his own clothing brand and his role as judge of Germany’s Next Top Model, as well as other projects such as People Wear Organic, About You, die Doob Group and Happy Size.

Translated by Barbara Santamaria

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