Abercrombie & Fitch (A&F) is undertaking some major revisions to their brand, with the latest moves coming in the form of new hires. Earlier this week, the company took on former Club Monaco men’s designer, Aaron Levine, for their own menswear division, and A&F has now appointed Katie Kuethe as creative director.

Kuethe previously served as the creative director of Lucky magazine, which Condé Nast shut down earlier this month. Prior to working at Lucky, Kuethe was the senior director of creative at Kate Spade, and also held appointments at Tom Ford, YSL and J. Crew.

In an email to Fashionista about the new hires, A&F Spokesperson Michael Scheiner said, “We have some work underway to help us restore our brands to a higher level of esteem.”