British Fashion Label Represent Appoints CMO – Priya De Souza to Expand Globally

Introduction

British fashion label Represent appoints Priya De Souza as its chief marketing officer (CMO), according to Fashion United’s Report. De Souza will look after communications and oversee marketing and brand strategy across Represent and its performance line, 247 by Represent. This immediate appointment is due to its expansion into international retail presence and to strengthen its position in the worldwide fashion market. 

What Happened?

Represent appoints Priya De Souza to lead its marketing and brand strategy for the expansion of the company globally. De Souza’s reporting will report directly to the Chief Executive Officer, Paul Spencer. She will be the lead for Represent as well as 247 by Represent. 

Earlier, De Souza was working with Casablanca, where she served as Chief Marketing Officer. During this job, she successfully built the marketing team and led the luxury fashion brand’s marketing and communications strategy. 

Before Casablanca, De Souza worked at Adidas Originals as senior director of global marketing communications. She has also worked at Dazed Media. Overall, her experience spans luxury, fashion, media, and sportswear, bringing a mix of brand strategy and cultural marketing expertise to her new role. 

The appointment came into effect as Represent builds its international retail network. Since 2024, Represent has opened many stores in Manchester, Los Angeles, Cape Town, and London, expanding its physical stores beyond its online business. 

Key Highlights

• Brand: Represent
• Appointment: Priya De Souza as chief marketing officer
• Announcement Date: October 29, 2026, as reported by FashionUnited
• Effective Date: Immediately
• Reporting To: CEO Paul Spencer
• Responsibilities: Marketing, communications and brand strategy
• Brands Covered: Represent and 247 by Represent
• Previous Employer: Casablanca
• Previous Experience: Adidas Originals and Dazed Media
• Business Development: International retail expansion and growth of the 247 performance line

British Fashion Label Represent’s Appoints Priya De Souza: Key Lessons for Fashion D2C Brands 

British Fashion Label Represent shows the significance of experienced marketing leadership in expanding the brand into international markets. To establish a unique brand identity, brands must maintain consistency across markets, even when they have strong digital sales and products. 

For D2C Brands, marketing extends beyond product promotion. Brands can set themselves apart from the competition via their unique positioning, social media, communications, customer engagement, and cultural partnerships.

Represent’s growth is guaranteed due to its experience at Adidas Originals and Casablanca. Her experience in fashion collaborations, public relations, and global campaigns leads to brands’ support for its unique identity across different consumer markets. 

The appointment is required for the requirement to align marketing efforts with retail expansion. Coordinated marketing plays a major role in helping the brand to reach new customers while retaining the existing ones. 

Other D2C brands can learn that leadership provides a broader business lesson. Marketing expertise becomes significant when expanding from online to managing an international operation. 

As fashion brands expand performance-focused clothing, men’s activewear is getting more traction for its mix of functionality, comfort, and contemporary style. Discover NineE’s men’s activewear to get versatile styles for everyday wear from different brands. 

About Represent 

Represent was founded in 2011 by brothers George and Mike Heaton in Manchester. The brand’s following is built via streetwear, contemporary fashion, and its direct-to-consumer business. 

In 2020, Represent launched another brand, 247 by Represent, a performance-focused line covering hybrid, training, and fashion. Today, Represent’s physical retail presence complements its digital business with stores in international markets.