May 30, 2019 | By Louise Squire
Luxury e-tail giant Farfetch has named Yasmin Sewell its new VP of style and creative. In the newly-created role she will lead the global editorial and creative teams, responsible for overseeing all content, and overall styling direction on the site.
As the highest-profile survivor of Condé Nast’s style.com closure, Farfetch said she brings a wealth of experience from both fashion and retail. Sewell will report into John Veichmanis, Chief Marketing Officer.
Veichmanis said of the appointemnt: “Millennial customers have really connected with our proposition as the diversity of product on the platform massively appeals to their sense of individuality. 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. Yasmin… shares our passion for innovative digital thinking and product discovery.”
Sewell added that she has known Farfetch founder José Neves “since the beginning – we are past collaborators, and it is an honour for me to become a full-time part of everything Farfetch is creating now and even more so, all that is to come.”
The announcement follows the news that last month Farfetch formed a global content and commerce partnership with Condé Nast. The two are creating “a seamless editorial shopping experience from inspiration to shopping gratification” following the publishing giant’s decision to axe style.com, its own high-profile attempt to mix content with e-commerce. Sewell had been its fashion director.
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