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Agenda-setting intelligence, analysis and advice for the global fashion community.

The CEO You Hire When Your Brand Is in Trouble

From Kering to Nike to Everlane, fashion and beauty companies are turning to fixers to get back on track — with mandates to steady finances, reset culture and reignite consumer desire.
Kering appointed Luca de Meo, an automotive executive with a track record for pulling companies back from the brink, as its CEO in June.
Kering appointed Luca de Meo, an automotive executive with a track record for pulling companies back from the brink, as its CEO in June. (Shutterstock/BoF Team)

Milani Cosmetics chief executive Mary van Praag lives by a mantra: In tough times, the best leaders have an appetite for change.

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Further Reading

When Two CEOs Are Better Than One

Brands like Warby Parker and Glow Recipe are thriving with two leaders at the top — but experts caution the model only works when the market conditions are right, roles are clearly defined and egos stay in check.

Why Milani Cosmetics Is Playing Sports

Ahead of the Paris Olympics this summer, the cosmetics label is rolling out a campaign starring WNBA star Sabrina Ionescu, gymnast Jordan Chiles, volleyball player Chiaka Ogbogu and weightlifter Mattie Rogers, becoming the latest beauty label to bet on the power of athletes.

About the author
Sheena Butler-Young
Sheena Butler-Young

Sheena Butler-Young is Senior Correspondent at The Business of Fashion. She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion.

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