London, England, United Kingdom, October 2025 – AllSaints, the British fashion retailer known for its distinctive urban aesthetic and agile global operations, has announced two major leadership promotions strengthening its executive team. Alex D. has been promoted to Chief People Officer, while Alfie Meekings has been appointed Chief Transformation & Technology Officer. These appointments mark a significant step in AllSaints’ ongoing commitment to innovation, internal growth, and culture-driven transformation.
Peter Wood, CEO of AllSaints, praised both leaders, stating: “Alex and Alfie have already made a remarkable impact on our business. Their promotions reflect our belief in recognizing and elevating talent from within. As we continue navigating an evolving global retail landscape, their vision, leadership, and innovation will be instrumental in driving our next phase of growth.”
Alex D. – Chief People Officer
Having joined AllSaints earlier in 2024 as Global People & Culture Director, Alex D. moves into the role of Chief People Officer, where she will lead the brand’s global HR operations, talent strategy, and cultural transformation agenda.
Alex brings over 15 years of people leadership experience across the fashion and beauty industries. Before joining AllSaints, she served as People Director – UK & EMEA at Charlotte Tilbury Beauty, driving the company’s ambitious growth and market expansion plans across Europe and the Middle East. Earlier, as Group HR Director at TFG Brands London (Phase Eight, Whistles, Hobbs), she led multiple transformation initiatives following key acquisitions, introducing digital HR systems, data-driven decision-making, and a forward-thinking DEI strategy.
Her career journey began at Phase Eight, where she played an instrumental role in transforming the brand from a UK-focused retailer into a global omnichannel fashion house. Alex’s leadership is rooted in her belief in building high-performance, inclusive cultures that balance creativity with operational excellence. In her new role, she will continue driving AllSaints’ talent evolution, supporting its vision to be a global leader in contemporary fashion innovation.
Alfie Meekings – Chief Transformation & Technology Officer
Alfie Meekings has been promoted to Chief Transformation & Technology Officer, following his successful tenure as Global Director of Transformation. In his expanded role, he will oversee Transformation, Technology, and Information Security across AllSaints and John Varvatos, steering strategic initiatives focused on data, AI, and customer experience innovation.
Alfie’s career spans leading retail and consulting organizations, including Selfridges, Tesco, EY, and Charlotte Tilbury Beauty. At Selfridges, he held several transformation leadership roles, including Director of Change and Capability Development, where he led enterprise-wide change programs to improve operational agility and customer engagement. His expertise in digital innovation and strategic execution has been pivotal in advancing AllSaints’ modernization agenda and fostering collaboration between business and technology functions.
About AllSaints
AllSaints is a global contemporary fashion brand known for its in-house creative design, distinctive aesthetic, and agile business model. With operations spanning multiple markets, AllSaints prides itself on a customer-centric, collaborative, and fast-paced culture. From concept to creation, every element—from store design to digital presence—is crafted in-house, allowing the brand to maintain its signature edge and authenticity.
As the brand continues its expansion, AllSaints remains committed to nurturing creative talent, embracing digital innovation, and inspiring customers worldwide through its purpose-driven approach to fashion.
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