Yasmin Sewell is bringing her fashion nous to Style.com. WGSN Senior Editor Carlene Thomas-Bailey reports on the Australian expat gone global.
Yasmin Sewell has been appointed as the fashion director of Style.com, 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.
Here’s what you need to know about Sewell:
Buying background
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.
Digital know-how
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?