What do we know about her and how does her personal brand – as fashion stylist, consultant and tastemaker- help the reach of Style.com? WGSN Senior Editor Carlene Thomas-Bailey reports
Yasmin Sewell has been appointed as the Fashion Director of Style.com. The stylish mother of two, whose equally stylish kids appear in her Instagram feed alongside catwalk pics and the fash pack, will be working on the new UK-based site.
Style.com, which was previously based in NYC and a much-loved resource for fashion folk and stylists alike, thanks to its live coverage and back catalogue of global catwalk shows, is set to undergo a transformation.
Condé Nast, tapping into the hunger for e-commerce, has rebranded the site as an omnichannel shopping platform, and now it’s staffing up ahead of the 2016 launch date- now set for early September 2016 according to WWD.
Here’s what you need to know about Sewell:
Australian-born, London-based Sewell is a former buying director at Browns boutique store in London – meaning she has a keen eye, and a background in spotting emerging talent. Back at Browns, she was one of the first stockists of Christopher Kane.
Street style star
She knows the power of a good picture, often spotted at the global fashion weeks rocking the latest designs. She’s seen as an influencer by street style photographers across the world and often appears on the style pages of Nymag.com and Vogue.com every season. Read: she is the perfect face for a fashion brand looking to gain traction globally. How that translates into her new role remains to be seen. Safe bets are on a personal blog with show reviews and collated street-style pics, but if she’s wearing the clothes from the pages of Condé Nast titles, with click-to-buy links, her personal style could soon equate to multiple £££s.
The power of a pop-up
She knows how to create a buzz. In 2013, Yasmin created a beach-themed pop up store called Beach in the East, complete with an entire swimming pool construct. She knows that we’re in an Instagram world where you need to make a shop window that looks good in any filter. Also pop-up stores are the age-old technique to creating a buzz thanks to their short time span, encouraging consumers to get it before it’s gone. It’s a great technique but unlikely to translate to a solely digital output like Style.com.
Yasmin knows how to create a product and get it out there. In 2013, she added to her portfolio, by teaming up with Jemma Dyas to create the ready to wear collection called Être Cécile, inspired by French style. It’s an e-commerce output with Liberty and Harrods as store stockists. The brand understands the popularity of social and focuses more on visuals (their Instagram followers far outweigh the Twitter ones) but with it being a relatively new brand (just two years old) no major word on sales yet.
Running a namesake consultancy firm, she understands the modern challenges that fashion brands face. Yet interestingly the landing page of her firm features a street style image of her with her personal social media handles- rather than her list of clients. Proving she knows the power of her personal brand– 87k followers on Instagram and 15k on Twitter. How will this translate to a bigger, global brand like Style.com though?
TAKEAWAY: Style.com will be a purely digital output and everyone in the industry is looking to see if it will succeed where its former Conde Nast magazine turned BeachMint backed e-commerce site- luckyshops.com failed. That said Yasmin has enough global style appeal to at least whet our appetite for what the site might become.
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