Marimekko, a Finnish lifestyle design company, has announced the appointment of Rebekka Bay as the creative director and a member of the management group. Bay will start in the position on September 1, 2020. In connection with the appointment, Bay has today resigned from her position as a member of the board of directors of Marimekko.

“I am extremely happy that the internationally recognised Rebekka Bay will join us in strengthening our global growth story. Bay is a visionary creative leader with a unique ability to combine a strong creative vision with commercial thinking,” Tiina Alahuhta-Kasko, Marimekko’s President and CEO, said in a press release.

In Marimekko, we have already for several years successfully modernised our brand and developed collections to appeal to a broader global audience. Bay is well acquainted with Marimekko, and her versatile international experience and knowledge of the Asian markets will support our creative community in developing the appeal of our collections even further.”

Bay moves to Marimekko from the position of creative director of Uniqlo Global Innovation Center in which she has split her time between New York and Tokyo. Bay has previously worked as head of design and product of Everlane in New York and San Francisco (2015–2017) as well as creative director EVP of Gap Global Design in New York (2012–2015), creative director of Bruuns Bazaar in Copenhagen (2011–2012) and creative director of COS in London (2006–2011). Bay was a member of Marimekko’s board of directors from April 2017 until June 2020.

“I have always found ideas more intriguing than fashion, innovation and creativity more important than fast-paced trends. I believe that Marimekko, as a lifestyle brand and in expression, is as relevant today as it was 70 years ago,” Rebekka Bay said.

I am very much looking forward to joining Marimekko’s creative community and I am humbled and flattered by the invitation. I hope to foster creativity and attract talent, to drive innovation and quality, to further increase sustainable practices and to reinforce Marimekko’s position as a joyful, timeless and global lifestyle brand.”

Bay will report to the president and CEO. Satu Maaranen will continue as Marimekko’s head designer of Ready-to-Wear, Bags and Accessories and Minna Kemell-Kutvonen as design and product development director of Home Products and Prints. Maaranen and Kemell-Kutvonen will report to Rebekka Bay.