Levi’s has named Laurie Etheridge, a 16-year veteran of the fashion industry, as its new Senior Vice President of Women’s Merchandising and Design. Starting on April 18, Etheridge will oversee the design, development and merchandising of all Levi’s women’s products on a global basis.

Etheridge is returning to Levi’s, where she began her career in 1995, from Perry Ellis International, where she currently heads merchandising and design for its global women’s brands such as Jantzen, Jag and Perry Ellis. She has also previously overseen women’s designs and merchandising at Roxy and Quiksilver and Speedo Performance and Girls’.

“Laurie is a savvy global business leader with a signature blend of merchandising expertise, product design instincts, operational rigor and financial acumen,” says Robert Hanson, President of the global Levi’s brand. “She has an innovative vision for women's merchandising and design and I am confident she is the right leader to build on the momentum of Levi’s Curve ID,” the brand’s recently launched shaped-to-fit-your-specific-body-type collection.

“Levi's is a revolutionary in women’s denim. I am looking forward to building on the brand’s heritage and creating products women love and can’t live without,” says Etheridge.