PARIS — French contemporary fashion label Ba&sh has appointed Jimmy Lam chief executive officer for the Asia-Pacific region, as the brand accelerates its post-restructuring turnaround and seeks to deepen its footprint across Asia.

Lam will lead the brand’s strategy and operations across key Asia-Pacific markets. He will report directly to Ba&sh co-CEO Dan Arrouas and will be based in Hong Kong.

The move marks a strategic push by Ba&sh to make Asia a core growth territory, following a year of recovery driven by the European and Asian markets.

“Ba&sh is a brand with a distinctive spirit and global ambition, and I am excited to lead its journey across Asia-Pacific — a region rich in diversity, modern femininity, and opportunity,” Lam told WWD. “With a strong foundation and a passionate team, I look forward to accelerating our growth, deepening our connection with customers and building a dynamic presence that reflects the brand’s unique values. I am fully committed to contributing to Ba&sh’s continued success and shaping a bold future in this vibrant region.”

Lam was most recently CEO of SMCP Asia, parent company of French brands Sandro, Maje and Claudie Pierlot, where he spent nine years leading the group’s expansion and omnichannel development in the region. His career also includes senior roles at S.T. Dupont, Dolce & Gabbana, Chanel, Harvey Nichols and LVMH Moët Hennessy Louis Vuitton across Asia.

“His deep knowledge of Asian markets, combined with his proven expertise in building global brands and his strong ability to bring together multicultural teams, will be instrumental in supporting our growth ambitions,” said Arrouas, who leads Ba&sh alongside cofounders Sharon Krief and Barbara Boccara.

“Having progressively advanced from operational roles to senior leadership positions, Jimmy has developed a unique understanding of the retail industry, which will be a major asset for Ba&sh,” Arrouas added.

Founded in 2003, Ba&sh entered court-led restructuring in 2024, during which the three original founders regained control of the company. Under their “New Beginnings” turnaround plan, the brand is aiming to return to profitable growth and operational discipline with a renewed focus on full-price sales and key regional leadership hires.

In April, Ba&sh appointed former Iro CEO Rahav Zuta to lead its North American operations. Lam’s appointment is a complementary move to reinforce regional leadership to fuel global growth.

The privately held Ba&sh reported 300 million euros in revenue in 2024, with 25 percent of sales from online. The brand currently operates 320 stores globally and employs around 1,400 people.

Lam’s appointment is expected to help localize and scale the brand’s strategy in fast-evolving markets such as China, South Korea, and across Southeast Asia.