Represent Names Priya De Souza as Chief Marketing Officer

British premium fashion label Represent has appointed Priya De Souza as its Chief Marketing Officer (CMO), strengthening its leadership team as the brand continues its global expansion. In her new role, De Souza will lead marketing, communications and brand strategy across Represent’s mainline and 247 performance range.

She joins the Manchester-founded brand from Casablanca, where she served as CMO, building the marketing team and leading the brand’s communications and marketing strategy through its next phase of growth.

Priya De Souza Brings Experience Across Fashion and Culture

Before joining Represent, De Souza led global marketing communications at Adidas Originals. During her tenure, she managed end-to-end campaigns for some of the brand’s major collaborations, including Gucci, Balenciaga and Wales Bonner. She also oversaw global social media and public relations.

Earlier in her career, De Souza spent almost a decade at Dazed Media, where she led the partnerships division of the youth culture publisher.

Her experience spans fashion, luxury, sport and youth culture, bringing together brand communications, creative partnerships and global marketing strategy.

Represent Strengthens Leadership for Global Expansion

The appointment comes as Represent expands into new international markets and develops its mainline and 247 performance range. Founded by brothers George and Mike Heaton, the brand has recorded strong growth in recent years.

Since 2024, Represent has opened its first stores in Los Angeles, Manchester, London and, most recently, Cape Town.

In her new position, De Souza will report to CEO Paul Spencer and oversee marketing, communications and brand strategy across both of the company’s brands.

Represent Founders Welcome the Appointment

Commenting on the appointment, George Heaton said Represent had grown from two brothers screen-printing in Manchester by remaining connected to its customers.

He highlighted De Souza’s experience at the intersection of fashion and culture, noting that she would play a central role in shaping the brand’s story as it expands.

CEO Paul Spencer also welcomed the appointment, highlighting her global brand experience across culture, sport and luxury. He added that her values and approach to people and culture aligned with the company’s vision for its next phase of growth.

De Souza’s appointment marks an important step in Represent’s leadership expansion as the brand looks to strengthen its global identity, deepen consumer connections and build on its growing international presence.