Balenciaga has appointed British designer Martine Rose as its next creative director, with the role set to begin on Nov. 16, parent company Kering announced Friday. Rose succeeds Pierpaolo Piccioli, who held the position for about 16 months.

Rose founded her London-based namesake label in 2007 and has become known for menswear that draws on street culture and subcultural references. She previously worked with Balenciaga for three years as a menswear consultant under Demna, who now leads Gucci.

The appointment gives the Paris fashion house a designer with an existing connection to its recent history while bringing a distinct independent label perspective into the top creative role. Kering said Rose will be based in Paris. Her first collections for Balenciaga are expected after she takes up the position, though the company’s announcement did not set out a debut show date.

The move comes as Kering tries to revive growth across its luxury portfolio after a difficult period for sales. Reuters described Rose’s selection as the group’s third creative leadership change at one of its brands in a month. The company has also been reshaping leadership and creative direction at other labels, including Gucci.

Rose called the appointment a privilege and pointed to Balenciaga’s heritage and creative identity. Kering chief executive Luca de Meo said her cultural instincts and connection with younger audiences would bring a new dimension to the house.

Creative-director changes can affect a luxury brand’s image, product direction and relationship with customers, but their commercial impact takes time to measure. Rose’s challenge will be to establish her own vision for Balenciaga while building on the house’s identity in a competitive luxury market.

Sources: Reuters; Kering announcement; Yahoo News.