Tom Tailor makes key womenswear hire

By

Rüdiger Oberschür

Translated by
Barbara Santamaria

Published
Sep 11, 2019

Womenswear remains at the top of the list for Tom Tailor. The Hamburg-based brand has named Viktoria Simeoni as Division Head, Casual Women & Mine to Five. In this new role, Simeoni will oversee the launch of the brand’s new smart-casual label ‘Mine to Five’, which is scheduled to drop in February 2020.

“Our focus continues to be on expanding our core casualwear business for women,” commented Andrea Homann, vice president brand of the German brand. Simeoni will report directly to her.

Simeoni was most recently at Gerry Weber, where she was responsible for the launch of the Talkabout wholesale sub-brand in 2016. Talkabout was discontinued in 2018 as part of the troubled retailer’s restructuring. Prior to that, Simeoni served as head of design of the premium division at S.Oliver.

As the new head of womenswear at Tom Tailor, she will be tasked with developing new collections in line with the brand’s DNA. These will include styles for the new ‘Mine to Five’ brand, which made its debut at Panorama Berlin in July. The new label is Tom Tailor’s response to the growing trend towards the casualisation of fashion.