Four Seasons Yachts Charts New Course, Taps Fashion Veteran Angélic Vendette as Chief Marketing Officer

In a strategic move to solidify its foray into the high-seas luxury market, Four Seasons Yachts has named Angélic Vendette as its Chief Marketing Officer. The appointment underscores the brand's intent to build a distinct narrative in the competitive world of experiential travel.

Vendette brings over two decades of experience from the front lines of luxury fashion and high-growth consumer brands, including recent senior roles at online luxury platform Farfetch and wellness apparel leader Alo Yoga. Her hiring is the latest in a series of cross-industry executive shifts, as hospitality giants like Marriott International, Jumeirah Group, and the revitalized Orient Express increasingly seek leaders who can blend service excellence with cultural storytelling and brand allure.

"The battle for the ultra-high-net-worth traveler is no longer just about the finest thread count or the most exclusive address," said industry analyst Marcus Thorne. "It's about curating a seamless, aspirational lifestyle narrative. Tapping talent from fashion, which excels at creating desire and community, is a logical and increasingly necessary evolution."

Vendette will helm the global marketing organization for Four Seasons Yachts, tasked with shaping the brand's voice ahead of its inaugural vessel launch and steering long-term expansion plans. The venture, first announced in 2022, represents a significant diversification for the hotelier beyond its traditional land-based resorts, aiming to translate its renowned service ethos to a bespoke, maritime setting.

Reader Reactions:

"This is a brilliant hire. Vendette understands how to build modern luxury communities, not just customer bases. Her experience at Alo and Farfetch is directly relevant to creating the kind of immersive, brand-loyal ecosystem that yachting needs." — Eleanor Vance, Luxury Travel Consultant

"Another fashion exec jumping into hospitality? It feels like a superficial trend. The real challenge isn't marketing; it's delivering flawless, complex operational excellence at sea. A glossy campaign won't fix a mechanical issue in the middle of the ocean." — David Chen, Former Cruise Line Executive

"I love it! It signals that Four Seasons Yachts wants to be more than a floating hotel. They're aiming for a vibe, a scene. If anyone can make a yacht feel like the must-have accessory of the season, it's someone from that world." — Sophie Laurent, Lifestyle Influencer

"It's a desperate grasp for relevance by an old-guard brand. They see the traditional model stagnating and are panicking, luring talent with big checks. This 'experience-driven' jargon is just a smokescreen for astronomical prices." — Julian Reed, Editor, 'The Disruptor' Newsletter

The move comes as competition intensifies in the ultra-luxury travel segment, where players are vying to offer unique, once-in-a-lifetime experiences. Vendette's appointment is widely seen as Four Seasons Yachts investing in the marketing infrastructure required to not just enter, but define, this rarefied niche.