The New Name Behind Tod's

By Betsy Kroll

It used to be that fashion designers were stars, and when it came to time-honored accessory brands, consumers didn't really know--or care--who designed the goods as long as the logo or label was there. But times have changed. From Marc Jacobs at Louis Vuitton to Reed Krakoff at Coach, the name behind the bag, not on it, is becoming more and more familiar to shoppers. The most recent addition to this crowd is burgeoning American fashion star Derek Lam, who in December signed on to become the first creative director of luxury Italian leather-goods brand Tod's. His job? To put a fresh, modern spin on the Tod's signatures and up the ante with ready-to-wear. For fall, Lam has seized the brand's signature driving shoe and revamped it in a sleeker design in stylish jewel-tone satins. Coinciding with Lam's first season in charge is the brand's initial foray into the realm of celebrity spokesmodels. Sienna Miller appears in fall advertisements.