Belloli starts today. Most recently he was worldwide marketing director at Prada. He has also worked at Donna Karan, Giorgio Armani and Helmut Lang.
Puma chief executive and chairman Jochen Zeitz said: "With the appointment of Giorgio Belloli as chief executive of Hussein Chalayan, we are delighted to have an excellent manager with comprehensive experience in the fashion industry coming on board. With his know-how in managing and positioning fashion brands, he will drive the development of the Hussein Chalayan brand."
Belloli added: "I appreciate Hussein Chalayan's vision and work in the fashion, design and art industries. What has been created between Puma and Hussein Chalayan is a very innovative model. I believe that the combination of Puma's infrastructure together with PPR facilities will help the brand to gain the visibility it deserves."