Georg Jensen Taps Former John Lobb Artistic Director Paula Gerbase as Creative Director
LONDON — Danish silverware and jewelry brand Georg Jensen on Wednesday appointed London-based fashion designer Paula Gerbase as its creative director with immediate effect.
In her new role Gerbase will hone a new creative vision for the brand, shaping its visual identity, overseeing design across all product categories and relevant collaborations, and overseeing the direction of all consumer-facing touchpoints, both digital and physical.
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“Georg Jensen has been integral in its contribution to the greatest design eras of the past century. It has played a pivotal role in the launch of many of Scandinavia’s and the Nordics’ most important designers, artists and craftspeople. It is truly a distinctively Danish house, with quality at its core, and undeniably of its place. I am looking forward to leaning into this unparalleled legacy to craft this next chapter,” said Gerbase.
With 15 years of industry experience, the designer, a former Savile Row tailor at Hardy Amies who launched the fashion label 1205 in 2010 and then worked as artistic director of the Hermès-owned John Lobb between 2014 and 2020, referenced Georg Jensen’s expansive 120-year-old archives for her first collection for the brand, launching this month.
She picked five motifs that reflect the brand’s involvement in key design movements of the past century and reinterpreted them as its first silver accessories, designed to function as keychains, bag charms, or wearable pieces.
Next spring she will also debut homeware and jewelry collections that incorporate a wider range of materials beyond silver.
“Alongside silver, we hold works in glass, earthenware, sculpture, lithography, and textiles, to name a few. It’s an extraordinary trove of materials, mastery of technique, and daring design that has remained hidden for far too long,” she added.
The Brazil-born, Switzerland-raised Gerbase holds a fashion design degree from Central Saint Martins. Following her role at John Lobb, she devoted most of her time to her namesake multidisciplinary design studio, which offers home goods, accessories, and apparel.
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