Chipchase (pictured) will take responsibility for comms, marketing, social media and visual teams at the fashion house, which was set up by the designer, who is Paul and Linda McCartney’s daughter, in 2001.
The business, which is known for its strong policy on ethics and sustainability, said Chipchase would report to chief executive Gabriele Maggio – based at its London headquarters – working closely with Stella McCartney, as well as the product and commercial teams.
Chipchase left Soho House in September, having spent seven years at the global members club and lifestyle business, where he held the title chief communications and strategy officer.
His stint coincided with an aggressive expansion plan for Soho House and a more rounded lifestyle offering across hospitality, travel, retail, workspace and digital – increasing its valuation from $250m to $2bn before the COVID-19 pandemic struck.
“We are thrilled to have Peter join Stella McCartney during this pivotal time both for our company and the industry,” said Maggio. “He brings a refreshing outsider’s perspective alongside a proven track record of global growth – empowering our marketing and communications teams with the disruptive direction needed to continue leading the sustainable luxury fashion conversation.”
Chipchase told PRWeek: “COVID-19 has changed the way the fashion and luxury industry is looking at how it does things, so there is no better time to come in and help shape that future. Working with Stella, Gabriele and the team to help drive the next stage of growth was just too enticing to turn down.”
As a lifelong vegetarian, Stella McCartney's brand never uses animal leather, fur, skins or feathers in products for both ethical and environmental reasons, setting a standard for the use of alternative materials.
The brand’s collections are currently available in more than 100 countries at wholesale, and through 61 freestanding stores in London, New York, Los Angeles, Paris, Milan, Tokyo, Hong Kong and Shanghai, among other locations.