Gregor Pirouzi

Fashion and lifestyle expert with over 30 years of experience shaping global luxury brands. Recognized for innovative design, brand strategy, creative direction and retail marketing consultation across the high fashion industry. Collaborated with world-renowned designers and brands including Versace, Vivienne Westwood, Agent Provocateur or Armani. Known for bridging design excellence with sustainable business growth.

Professional Experience

UD Club – Uncontrollable Desires Club

Creative consultancy serving international fashion houses and lifestyle brands.
Providing creative direction, design, and brand strategy services across multiple luxury sectors.
Retail management and franchise expert, driving visionary fashion and lifestyle projects from strategy to execution.

Founder & Designer & Creative Director
NINA PETER hautnah | Vienna-Gstaad-London | 2003 – 2025

Co-founded the luxury accessories brand, producing gloves, handbags, and more.
Design of all gloves and leather accessories, as well as any NINA PETER flagship stores.
Celebrity clientele includes Lady Gaga, Kate Moss, or Kylie Minogue.

Franchise Partner & Creative Marketing
Agent Provocateur | Austria & CEE | 2005 – 2011

Introduced and developed the Agent Provocateur retail franchise business in Austria and CEE market.
Built top-performing stores ranked among the global top 10.
Directed entertainment event in Vienna and Prague.
Designed and produced several leather accessories.
Designed and produced several shop windows.

Franchise Partner & Marketing Director
Vivienne Westwood Austria Vienna 2012 – 2016

Developed Vivienne Westwood unique flagship store Vienna, pioneering Made-to-Order evening wear and wedding dresses.
Coordinated Vivienne Westwood costumes for the Vienna State Ballet at the New Year’s Concert 2014, broadcast to 60M+ viewers worldwide.
Designed and produced several shop windows.

Creative Director (Freelance)
Myla London | London & Global | 2017 – 2019

Led complete corporate identity redesign and creative strategy.
Designed and executed their flag ship store in Mayfair London and shop in shop concepts for leading department stores, including Selfridges, Harrods, and Bergdorf Goodman.


Creative Director (Freelance)
Frauenschuh Kitzbühel | Austria | 2019 – 2020

Directed brand´s crossover from ski wear to luxury casual wear.
Co-Developed international growth strategy of the brand.

Franchise Partner & Marketing Director
Lena Hoschek | Kitzbühel | 2020 – 2025

Opened flagship store in Kitzbühel, designing both retail space and exclusive Kitz Collection.

Founder & Marketing Director
Galaxies And Creatives (GC+) | Europe | 2022

Developed a circular, sustainable fair-share business model in the luxury ski - wear industry.
Together with the fashion school Herbststrasse and designer Pam Hogg, Arthur Arbesser, Wendy&Jiim, Roshi Pokar and Schella Kann, Gregor designed and developed extraordinary sustainable ski-wear.

Design Achievements

• Nina Peter, launched and designed any leather gloves and accessories lines.
• Leather accessories designs for Dilara Findikoglu, Vivienne Westwood, Lady Gaga, Agent Provocateur and many more.
• The Philharmonic Suit, togheter with Dame Vivienne Westwood for the Vienna Philharmonic Orchestra (2016).
• Frauenschuh Kitzbühel – Zorro ski-wear collection.
• Gregor Pirouzi swimwear Some Like It HOT, distributed through Colette Paris, KaDeWe, MyTheresa, Net-a-Porter and many more.
• Opera Mara, costume design and treatment for the Innsbruck Theater (2013)
• Licona, Men´s wear collection together with Herman Fankhauser (2005)
• Agent Provocateur, leather accessories and SALON luxury lingerie collections (2002-2005).
• Swarovski, Black Africa collection. Exhibition (2002) Purple Institute, Paris.
• Armani, eveningwear collection at Milan HQ (2000).
• Creative Director, Krizia (1999) – Led creative direction at Milan HQ.
• Head Designer, Atelier Versace (1997-1999) – Relaunched their Haute Couture collections after Gianni Versace’s passing.
• Design Assistant, Vivienne Westwood (1995-1997) – developed Red Label diffusion line.
• Design Assistant, Helmut Lang (1994) – while completing design degree.

Shop Design

• Nina Peter, Store & Corporate designs for flagships and global distribution.
• Vivienne Westwood Vienna (2012) – Flagship store co- design, introducing couture retail architecture and system.
• Myla London (2018) – Store & Corporate designs for Mayfair London and shop-in-shop concepts for Selfridges London, Harrods & Bergdorf Goodman New York
• Lena Hoschek Kitzbühel (2020) – Shop design for the flagship store in the luxury ski resort.
• HOT BOX Trunk Concept (2015) – Innovative mobile retail design exhibited in Miami, Berlin & New York

Event Design & Creative Direction

• Creative Director Agent Provocateur Entertainment Division (2006–2011) – Staged spectacular events in Miami, Berlin, London and Vienna.
• Vivienne Westwood Vienna (2012 -2016) Events & Entertainment; CHAOS Party- Café Korb (2013), KHM fashion show and Photo Shoot (2012) including Kate Moss and Jürgen Teller.
• Vivienne Westwood costumes for Vienna State Ballet (2014 New Year’s Concert)
• Vienna Philharmonic Orchestra – Staged backstage events at their Summer Night Concerts in Schönbrunn (2015)

Exhibition

• PRIVATE VIEW Nina Peter – Relaunch exhibition at Galerie Kandlhofer/Vienna (2023)
• SHOW OFF Gregor Pirouzi-participation of Austria Fashion Design Exhibition/Vienna (2019)
• HOT BOX Gregor Pirouzi – Swimwear at Alchemist shop/Miami (2017)
• HOT BOX Gregor Pirouzi-Swimwear at Perl shop/Munich (2018)
• BLACK AFRICA Pirouzi –evening wear collaboration Swarovski at Purple Institute/ Paris (2002)
• PINK FLAMINGO Pirouzi-evening wear at Standard Hotel/ L.A. (2001)
• BACKSTAGE Pirouzi-evening wear fashion show at Societa Del Giardino/Milan (2001)

University of Applied Arts, Vienna
Master’s in Fashion & Design – Graduated with Honors under the Artist Residence of Mr Helmut Lang (1995)

If it moves they will watch it!
Andy Warhol