Ana Andjelic is chief brand officer of Esprit.

Based in the fashion brand’s New York office, she will be tasked with redefining the brand’s new identity and leading the global creative and design hub in New York. Andjelic joins Esprit from Gap-owned Banana Republic, where she served as chief brand officer.

She was tasked with leading the the rebranding venture, overseeing the marketing, creative, and product design functions, and was responsible for setting the new brand strategy, creative and editorial directions. She also participated in the planning of the brand’s omnichannel marketing execution. Prior to Banana Republic, Andjelic was chief marketing officer at Mansur Gavriel and chief brand officer at Rebecca Minkoff.

Lifestyle fashion brand Esprit based in Hong Kong is in the process of transforming into a global company with creative minds and processes in key cities enabling consumers to be connected to the brand on a multi-dimensional level. This will enable Esprit to adapt to major challenges in fashion and the macro environment in order to propel it into the future.In addition, Hong Kong will continue to be the worldwide administrative headquarters for finance, sourcing, and operations.Esprit has opened hubs in London and New York.