Kristen Naiman, who has served as senior vice-president of brand creative for the past seven years will expand her role to add strategy.

CEO Liz Fraser said the company had built a strong foundation by refocusing on its core collection as well as "adding newness" over the past year.

She added: “To build on this success, we recognised an opportunity to modernise our approach and processes to fuel innovation and better serve our customers. As a result, we’ve reimagined our creative structure, centred on collaboration, to position us to more fully deliver on our brand promise across every customer interaction.”

The brand has started a search for a new role, head of product design.