Bacardi eyes fashion activations with new VP

Bacardi has appointed Akiko Maeda as vice president of fashion, in a bid to develop more partnerships with the sartorial world.

Bacardi hires new VP of fashion (Marc de Groot)
Bacardi hires new VP of fashion (Marc de Groot)

In the newly created role, Maeda will be responsible for forming and developing joint ventures that will incorporate Bacardi’s portfolio of spirits into the fashion world. 

Maeda will work to deliver key events as part of her role, along with social and digital activations with fashion industry influencers. She will be supported by the brand’s marketing and commercial teams and will be based at its global headquarters in Hamilton, Bermuda.

Tokyo-born Maeda joins the company from IMG Worldwide, where she most recently served as vice president, product and platform development in the group’s fashion arm. Here she advised designers on media activities, sales and finance planning.

Prior to this, she worked for online luxury fashion retailer as vice president, social media.

Bacardi held its international Triangle event last year, which saw 1,862 journalists, PRs, VIPs and invited guests descend upon Palamino Island near Puerto Rico for an all-star music concert.

More: Capitalize creates Casa Bacardi at Electric Picnic Festival

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