[5] Slatkin assumed the CEO role and appointed Martin Cooper as Chief Creative Officer, and together, they planned to reposition Belstaff as an English heritage brand centred on luxury sportswear.

In 2015, Belstaff produced a 17-minute commercial, Outlaws, with appearances by David Beckham, Harvey Keitel, Katherine Waterston and Cathy Moriarty.

[9][citation needed] In early 2016, Belstaff made a 3-minute commercial, Falling Up, in which Liv Tyler retraces the footsteps of 1920s aviator Amelia Earhart.

[14] In January 2018, Helen Wright was appointed CEO of the company, and in May the change also involved the creative direction with Sean Lehnhardt-Moore taking over from Delphine Ninous.

[15] Fran Millar was appointed CEO in 2020, leaving her position at the UCI World Tour cycling team, the Ineos Grenadiers.