Represent Names Priya De Souza as Chief Marketing Officer

British fashion label Represent appoints Priya De Souza as Chief Marketing Officer. 

The leadership appointment takes effect immediately and positions the Manchester-founded company for its next significant phase of international commercial growth. 

In her new position, marketing leader Priya takes command of all global marketing, communications and brand strategy initiatives across the entire corporate portfolio. 

She assumes direct responsibility for the core menswear collections as well as the rapidly expanding 247 by Represent performance line. 

Working from the central corporate headquarters, she reports directly to Paul Spencer, Chief Executive Officer at Represent.

The executive addition arrives at a crucial moment for the independent luxury streetwear business. The organisation aggressively pursues a global physical retail rollout, bringing its distinctly British aesthetic to new international demographics. 

Starting in 2024, the brand opened flagship stores in Los Angeles, Manchester, London and Cape Town, transforming from a primarily digital enterprise into a major omnichannel fashion player. 

By elevating a seasoned marketing professional to the leadership team, the company ensures that its brand narrative remains consistent and compelling across these new physical and digital touchpoints.

A background in luxury and culture

Priya arrives at the fashion label with an extensive and highly relevant professional background. She brings with her a formidable reputation across the luxury, sportswear and cultural publishing sectors. 

Before taking on the new position in October 2026, she spent time as Chief Marketing Officer at Parisian luxury house Casablanca. 

During her impactful tenure there, she built the internal marketing team from the ground up and led the overarching communications and brand strategy for the acclaimed label.

Her experience within the global sportswear market proves equally impressive, previously leading global marketing communications at Adidas Originals, navigating the complex intersection of heritage sportswear and high-end fashion. 

In this capacity, she ran end-to-end global campaigns for high-profile collaborative projects with luxury houses including Gucci, Balenciaga and Wales Bonner. 

Furthermore, she has overseen global social media strategy and PR for Adidas Originals, mastering the art of generating immense cultural buzz on a global scale.

Before her transition into brand-side marketing, she spent almost a decade at Dazed Media. At the youth culture publisher, she successfully led the commercial partnerships arm, developing a deep understanding of how brands authentically connect with subcultures and creative communities. 

This diverse professional trajectory provides Priya with a unique perspective on the modern fashion landscape, where the boundaries between luxury apparel, athletic performance and youth culture continuously blur.

Elevating the performance division

A primary focus for the new marketing leader involves the strategic development of 247 by Represent. 

Brothers George Heaton and Mike Heaton, who established the core brand in 2011, subsequently introduced the 247 division in 2020. 

The sub-brand operates as a dedicated performance line spanning running apparel, hybrid training gear and technical fashion. 

It caters to a modern consumer who demands both aesthetic appeal and high-level athletic functionality.

Marketing performance apparel requires a distinct approach compared to traditional luxury fashion. The communications strategy must highlight technical fabrications, ergonomic design and real-world athletic credibility. 

With her background in sportswear communications, Priya possesses the exact expertise required to elevate the 247 line within an incredibly competitive activewear market. 

The company expects the marketing department to build authentic connections with athletic communities and fitness professionals, further establishing the performance credibility of the label.

Community and independent vision

For an independent fashion brand, maintaining a loyal customer base serves as the ultimate commercial advantage. 

Unlike conglomerate-owned luxury houses, independent labels rely heavily on direct community engagement and grassroots cultural relevance. 

The executive leadership team recognises that as the business scales globally, it must not lose the authentic connection it shares with its early supporters.

Paul Spencer, Chief Executive Officer at Represent, highlights the importance of balancing professional expertise with cultural fit when bringing new talent onto the executive board.

“Priya brings an incredible depth of global brand experience across culture, sport and luxury, but just as importantly, we loved her as a person from the start,” says Paul.

The founders of the business echo this sentiment, emphasising the strategic importance of storytelling as the company enters new international markets.

“Priya has spent her career where fashion and culture meet, working with brands we have a lot of respect for,” says George Heaton, Co-Founder at Represent. 

“As we grow, she'll be central to how we tell our story,” adds George.

Taking to professional channels to discuss her new role, the incoming marketing leader praises the unique position the brand holds within the modern fashion industry.

“Represent has built something rare as an independent brand: a loyal community and real credibility in fashion,” says Priya.

“I'm looking forward to working closely with George, Spenny and the team on this next chapter,” adds Priya.

A global roadmap

As the global fashion market faces economic headwinds and shifting consumer preferences, brands that successfully merge community, culture and premium product stand the best chance of long-term survival. 

The marketing department faces the complex challenge of localising campaigns for new international flagship locations while maintaining the core Manchester identity that defines the label.

By securing a marketing leader with a proven ability to bridge the gap between niche youth culture and global luxury, the British fashion house positions itself for sustained commercial success. 

The appointment signals to the wider fashion industry that the independent label possesses the ambition and the executive talent necessary to compete at the highest levels of global retail.

Key Business Partners:

Puma: Headquartered in Herzogenaurach, Germany, sportswear giant Puma operates under the leadership of Chief Executive Officer Arthur Hoeld. Represent partners closely with the athletic brand to develop exclusive collaborative collections, such as the highly successful Represent x Puma Hoops line. By merging premium British streetwear aesthetics with global sportswear engineering, the companies create highly sought-after apparel and footwear. 

Shopify: Headquartered in Ottawa, Canada, e-commerce leader Shopify operates under the guidance of Chief Executive Officer Tobias Lütke. Represent relies heavily on the advanced Shopify Plus platform to power its entire direct-to-consumer digital storefront. This strategic technological partnership enables the British fashion label to manage high-volume global product drops, streamline international transactions and deliver a seamless online shopping experience. 

Klarna: Headquartered in Stockholm, Sweden, financial technology company Klarna is led by Chief Executive Officer Sebastian Siemiatkowski. Represent integrates Klarna into its global e-commerce infrastructure to offer flexible payment solutions for its premium streetwear collections. By providing consumers with convenient buy-now-pay-later options, the fashion label significantly enhances the digital checkout experience and increases average order values.