Southern Tide announces new creative director

Southern lifestyle brand Southern Tide has announced a major leadership switch-up, appointing a new Creative Director and a new Director of Women’s Design.

A Southern Tide campaign - Southern Tide

Craig O’Brien, who left  Vineyard Vines to join Southern Tide after 15 years with the company, will step into the role of Creative Director. O’Brien previously served as Vineyard Vines’  Vice President of Men’s Design.

"It's an exciting time at Southern Tide as we build on our growth and translate the brand's heritage into new experiences for our customers,” said O’Brien in a press release, “For us that's about embracing the experiential side of the lifestyle as we continue to evolve both men's and women's collections, and building genuine brand partnerships that signal the future." 

Jessica Zaro, who offers fourteen years of retail space experience, will be the new Director of Women’s Design. In the past, Zaro has worked with Lilly Pulitzer, Shoshanna, and Tori Richard.

Southern Tide hopes these appointments will mark a big year ahead for the brand. The American brand is best known for its preppy, East coast-inspired clothing for men and women.

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