Three months after buying a majority stake in Hussein Chalayan's London-based fashion business, Puma has hired a new chief executive officer to drive the brand's growth.

Italian Giorgio Belloli joins the Puma subsidiary from Prada in Milan, where he was worldwide marketing director in charge of the Prada sports collection Prada Linea Rossa and Prada Denim Project.

He has also worked for labels such as Donna Karan, Giorgio Armani and Helmut Lang.

In his new role, Belloli will implement the growth and positioning strategy for the Hussein Chalayan brand, as well as its international wholesale strategy and drive the development of existing and future categories.

Puma CEO and chairman Jochen Zeitz said Belloli's know-how in managing and positioning fashion brands "will drive the development of the Hussein Chalayan brand."
 
As part of the deal struck with Puma in February, Cyprus-born Chalayan - twice "British Designer of the Year" - is also responsible for designing, creating and developing Puma's sport fashion collections.