Farfetch has hired former Style.com fashion director Yasmin Sewell to be its new vice president of style and creative.
The news comes two months after Condé Nast shut down Style.com and entered into a partnership with Farfetch, which saw the latter acquire Style.com’s trademark, inventory and customer database.
In her newly-created role, Sewell will lead the global editorial and creative teams and be responsible for overseeing all content and overall styling direction on the e-commerce platform.
She will report to John Veichmanis, chief marketing officer of Farfetch.
“Building on our recent content and commerce partnership with Condé Nast, we want to develop new and inventive creative formats that help our customers discover more of the wonderful product available at Farfetch,” Veichmanis said.
“We’re so excited about Yasmin joining the team to lead our style and creative strategy as she shares our passion for innovative digital thinking and product discovery.”
Sewell added: “This role is an exciting evolution for me, finding and fostering new design talent has been a particularly fulfilling part of my career to date, and I’m excited to extend this to the realm of directors, photographers, and creatives of all types.”
Founded in 2008, Farfetch partners with over 700 luxury boutiques in 40 countries and ships to 190 countries worldwide with same day delivery in 10 cities.