Watch the full episode above, filmed in Singapore by Alexander Roux for The Moodie Davitt Report

In the latest episode of Moodie Davitt Showtime, Paul & Shark Chief Commercial Officer Silvia Popescu discusses the Italian luxury brand’s ongoing transformation journey, its evolving approach to affordable luxury and the future of fashion in travel retail.

Speaking with The Moodie Davitt Report Brands Director Hannah Tan, Popescu reflects on the post-pandemic repositioning of the business, which has included a new logo, refreshed visual identity and renewed focus on consumer connection. She also outlined the company’s expansion ambitions across North and South America, while calling for stronger representation and collaboration within the fashion category in travel retail.

Popescu says Paul & Shark’s rebrand is an ongoing journey. “We decided that the brand needed a new signifier and a new approach to connect more closely with our consumers,” she explains. “We wanted to deliver an entirely new collection and create a new environment around the brand.”

The transformation was formally unveiled in late 2025 – a timing Popescu says coincided with the completion of the first phase of the redesign process and the beginning of a second stage focused on retail experience and storytelling.

“That phase was about creating a home for the new designs and highlighting the new brand signifier, while ensuring the consumer journey felt complete and cohesive,” she adds.

Describing the brand’s refreshed positioning, Popescu says the new Paul & Shark identity centres on “affordable luxury”, pairing a more minimal aesthetic with premium materials and elevated craftsmanship.

“We’ve focused heavily on delivering the highest-quality products to our consumers, and the new identity embodies that,” she says.

Popescu also spotlights key pieces from the latest menswear and womenswear collections, presented by Paul & Shark Head of Global Travel Retail Chiara Di Matteo and Europe & Travel Retail Manager Eleonora Forte.

Among the highlights is the Aliseo Hybrid Jacket, described as one of the brand’s pillar menswear pieces and a representation of the “Sense of Journey” that underpins the collection.

Discussing the wider state of the fashion category in travel retail, Popescu acknowledges that the segment faces challenges within the channel due to limited visibility and representation.

“To be honest, I believe the fashion category is facing challenges in travel retail because it does not yet have a strong enough voice,” she says. “We need stronger partnerships and more collaboration, particularly among women in travel retail, to support one another.”

She also points to the relatively small number of ready-to-wear exhibitors present at TFWA Asia Pacific as evidence that the category requires greater industry support and investment.

“We need to bring consumers closer to the ready-to-wear category throughout their journey, whether in airports, downtown duty-free or other travel retail environments,” she adds.

Looking ahead, Popescu identifies North America as a key strategic growth market for the company, confirming plans to open a new store next year alongside other key travel retail launches.

She says, “These markets will represent another important milestone for the brand’s future.” ✈