Reiss has appointed Stella McCartney visual creative director Andy Rogers to the newly created role of brand director.
Rogers, who left luxury brand Stella McCartney last week, will join Reiss later this month to spearhead the launch of its premium Reiss Black Label line.
Rogers’ appointment is understood to be part of a wider shake up of the buying and product teams at the niche retailer.
Reiss Black Label will feature higher-priced occasionwear pieces with a vintage feel. Dresses will retail for between £125 and £225.
Managing director David Reiss said the new top-line range would help further differentiate the chain from its high street competitors.
He said: “We trialled a couple of pieces for spring, but we’ve really concentrated on it for the autumn season. We want to offer customers something they can buy on the high street, but which has a designer feel. The Reiss customer is an individual shopper who knows what they want, and we want our collection to reflect this individuality.”
David Reiss said he had also boosted womenswear options by 30% and expanded the chain’s footwear and accessories offer.
Stella McCartney said it would replace Rogers.