Beloved Paris-based fashion label, Sonia Rykiel, has announced the appointment of Geraldo da Conceicao as Creative Director. Canadian-born Conceicao succeeds April Crichton, who took over the Rykiel label last September.

Conceicao – who is currently women’s wear Design Director at Louis Vuitton – has also held similarly senior positions at Miu Miu and Yves Saint Laurent under leading names such as Tom Ford, Alber Elbaz and Stefano Pilati.

Conceicao will start his new role next month overseeing the brand’s main line, his mission is to design and carry out the re-launch of the women’s ready-to-wear and accessories collection. Conceicao’s first collection will launch February 2013 during Autumn/Winter 2013.

The label has decided not to show at Paris Fashion Week this season, instead opting for low-key presentations for buyers and press in its Paris showroom.

Geraldo’s appointment comes amidst a period of change for the fashion label. In February this year, Fung Brands Ltd. bought an 80 percent stake in the company. Additionally, there have been a handful of key staff appointments recently, including new commercial director Eric Rousseau from Jean Paul Gaultier and product and merchandising manager Sophie Templier from Chloé.