LONDON — British biking way of life model Rapha appointed Jodie Harrison as its chief model officer.
In a newly created function, Harrison will report back to chief govt officer Fran Millar, who joined Rapha final September from Belstaff, the place she held the identical title.
“Rapha was constructed on originality and braveness, which Harrison brings to all the pieces she does. I’m delighted she is going to lead the deal with inspiring new and future followers on this subsequent chapter for the model,” Millar mentioned.
A colleague of Millar at Belstaff, the place Harrison served as chief model officer till final December, she was first introduced into Rapha as a model guide in January. Earlier than Belstaff, Harrison labored as chief membership officer at Soho Home, and in numerous senior roles at Moda Operandi, Anthropologie and Mr Porter.
Harrison is now tasked with overseeing the end-to-end recalibration of Rapha’s model place with the management group.
“At 21 years younger, Rapha has already achieved an enviable and established heritage. It’s a model’s model — acknowledged globally and genuinely cherished — so shepherding it into a brand new period comes with nice accountability,” mentioned Harrison, who, alongside Millar, helped Belstaff modernize its narrative and place because the model celebrated its centenary final 12 months.
“No different model has outlined and redefined biking like Rapha, remodeling the best way the world sees the game. Rapha made biking related, evocative and alluring,” Harrison added.
Based by Simon Mottram in 2004, Rapha has grown to develop into a number one biking way of life model with efficiency put on ranges designed by an in-house group, and high-profile collaborations with manufacturers together with Paul Smith, Palace, Patta and Out of doors Voices.
Rapha is community-driven, too. It organizes round 4,000 rides for its 16,000 Rapha Biking Membership members world wide, and promotes biking tradition by way of café areas and occasions all year long.
