Industry Insights 03 Jan 2026 views ( )

Turnbull & Asser Appoints Roberto Menichetti as Creative Director

Turnbull & Asser, the British shirt and luxury apparel brand with 140 years of heritage, is pleased to announce the appointment of renowned Italian designer Roberto Menichetti as its new Creative Director.

This appointment marks a significant milestone in the company's history, underscoring the brand’s commitment to preserving its tradition of exceptional craftsmanship while embracing forward-thinking concepts to redefine contemporary elegance. In his role, Menichetti will oversee all aspects of the brand’s creative vision, including bespoke shirts, tailored clothing, outerwear, and accessories.

He will also play a pivotal role in driving new collaborative initiatives and design projects, further reinforcing the brand’s dedication to supreme quality and timeless sophistication, solidifying its esteemed reputation within the industry.

Born in the United States and raised in Italy, Menichetti developed an international design perspective from an early age. He began his career in Paris working alongside Claude Montana, then joined GFT, the leading licensing powerhouse behind iconic brands such as Valentino and Armani. In the 1990s, he was personally recruited by GFT CEO Roland B?hler to join Jil Sander, where he launched the brand’s menswear line, earning acclaim for its pure lines and refined silhouettes.

Later, during a critical transformation phase at Burberry, Menichetti led the brand’s revitalization, successfully redefining its image and achieving more than a doubling of sales during his tenure. He reinterpreted the iconic check pattern through a modern lens and, with strong support and recognition from Chairman Victor Barnett, reintroduced this signature motif in a fresh, enduring form. Subsequently, Menichetti served as Creative Director at Céline and consulted for prestigious fashion houses including Cerruti and Ballantyne.

Widely recognized for his “essentialist” design philosophy—“I seek the essence of form, not the appearance of fashion”—Menichetti’s sculptural approach to proportion and material has defined his career, establishing a distinctive aesthetic identity. Over the past decade, he selectively pursued collaborations while dedicating himself to sculpture, aiming to build new aesthetic bridges between tradition and the future. Now, he returns triumphantly alongside Turnbull & Asser—a brand equally celebrated for heritage and innovation—ushering in a new chapter in his illustrious career.

Beyond design, Menichetti will work closely with the artisans at Turnbull & Asser’s workshops in Gloucester and London, focusing on fabric innovation, sustainable practices, and advancements in bespoke tailoring techniques. His internationally acclaimed expertise in pattern-making will bring immeasurable value to the brand’s style expression for a new generation. The brand’s vision is to honor its Jermyn Street legacy while continuously expanding Turnbull & Asser’s global presence.

Roberto Menichetti, Creative Director of Turnbull & Asser, said: “Turnbull & Asser is far more than a brand—it is a living embodiment of British style and elegance, meticulously crafted and preserved across generations. What I deeply admire is how the brand has remained authentic through changing times, never swayed by fleeting trends, and under James and his family’s stewardship, has carried its unique spirit into the present day. Being entrusted with shaping its creative future is both an honor and a profound responsibility. My design philosophy has always centered on the essence of form—clarity, proportion, and timelessness—rather than transient visual noise. At Turnbull & Asser, my vision naturally aligns with its unparalleled craftsmanship. My ambition is to uphold and honor this rich tradition while introducing subtle, precise innovations, ensuring the brand continues to resonate powerfully with discerning clients worldwide.”

James Fayed, Chairman of Turnbull & Asser, said: “Appointing Roberto reflects our vision to infuse new energy into the brand while honoring over a century of craftsmanship. His proven ability to modernize heritage fashion houses with deep respect for their DNA makes him the ideal partner for our journey ahead. The future of Turnbull & Asser will continue to be shaped by the masterful hands of artisans in London and Gloucester, supported by our unwavering commitment to ‘Made in England.’ We are confident that Roberto’s international outlook and seasoned creative leadership will drive sustained growth and long-term success for the brand.”

About Turnbull & Asser

Founded in 1885 on Church Street in London and relocated to Jermyn Street in 1903, Turnbull & Asser is one of the world’s most prestigious gentlemen’s shirt makers, renowned for its British manufacturing, selection of premium fabrics, and traditional craftsmanship. Its bespoke and ready-to-wear collections are celebrated globally. The brand remains dedicated to enduring British elegance, with every garment meticulously handcrafted, blending over a century of artisanal heritage with sustainable values. In 1980, Turnbull & Asser became the first clothing brand to receive a Royal Warrant from King Charles III (then Prince of Wales) and continues to serve as the official shirtmaker to the British monarch. The brand is also famed for its iconic cinematic legacy, having created the signature shirts for the James Bond film series since Dr. No. Beyond shirts, Turnbull & Asser offers tailored clothing, outerwear, loungewear, and accessories, blending classic British elegance with understated innovation. With flagship stores in London and New York, the brand continues to evolve, meeting the expectations of a new generation of sophisticated global clientele. For more information, visit www.turnbullandasser.co.uk.

Roberto Menichetti – Career Highlights

1989–1992 | Gruppo GFT and Claude Montana

During this period, Menichetti systematically studied and mastered traditional processes in textiles, dyeing, and pattern construction.

1992–1998 | Jil Sander

Joining Jil Sander, he led the women’s design team for the first three years before launching the menswear line, gaining industry recognition for his pure, minimalist aesthetic. His collections during this era are considered definitive examples of true “minimalism” in fashion.

1997 | Jil Sander for Puma

Menichetti spearheaded the first-ever collaboration between a high-fashion house and a sportswear brand—Jil Sander for Puma—pioneering a new model for cross-industry partnerships. Before departing, he laid the groundwork for the subsequent collaboration with Uniqlo, which continues today. He also established a powerful visual language, creating iconic imagery through collaborations with photographers Paolo Roversi and Steven Klein.

1998–2001 | Burberry

At age 32, Menichetti became Creative Director of Burberry. During this transformative period, he redefined the brand’s identity through a unique design language blending British tradition, Windsor elegance, and athletic functionality. He launched the Burberry Prorsum line, completely revitalized the brand’s image, and innovatively reimagined historical pieces such as trench coats, dresses, and the classic check pattern, restoring Burberry to a central position in global fashion culture. Over nearly four years, he drove revenue to more than double and profits to increase tenfold, fueled by landmark collections, expanded licensing, and highly influential visual campaigns—including the iconic bikini ad featuring Kate Moss.

2000 | Designer of the Year

Menichetti received the “Designer of the Year” award from The Fashion Group International, presented by Anna Wintour.

2000 | UK Designer of the Year

At the Elle UK Style Awards, Menichetti was named “UK Designer of the Year.”

2000 | Best Menswear and Womenswear Collection of the Year

In the same year, The Fashion Group International awarded Menichetti “Best Menswear and Womenswear Collection of the Year.”

2003–2005 | Roberto Menichetti Atelier

Backed by an international group of investors led by Richard Fisher, co-founder of Morgan Stanley, and his wife Jeanne, Menichetti launched his eponymous label. His debut collection received widespread acclaim. During this time, Roberto Menichetti Atelier also sponsored two-time Dakar Rally champion Fabrizio Meoni.

2004–2005 | Céline

Menichetti served as consulting Creative Director for Céline, providing creative direction for two consecutive seasons.

2006–2013 | Consulting Projects

During this period, Menichetti engaged in selective collaborations with top-tier luxury and heritage brands, including Cerruti, Italian sportswear brand Brema, and luxury cashmere house Ballantyne (where he became Creative Director in 2013). While overseeing Brema’s sportswear line, he launched the extension line Brema–Menichetti, which became the official apparel sponsor for Dakar Rally champion Marc Coma.

2014–2017 | JH 1912

As Creative Director, Menichetti restructured the brand’s traditional production system to establish a new framework for high-quality mass production and oversaw the planning and opening of over seventy new bout