UK etail giant Boohoo has appointed one of its first Australian brand ambassadors, as it continues to personalise its offer for the market.
High-profile stylist Donny Galella has been appointed to the position, where he will provide style tips, shopping advice, highlight best buys from the website and dress key Australian celebrities.
Boohoo joint chief executive Carol Kane said Gallela is a key addition to the company, which launched in the Southern Hemisphere just over 18 months ago.
"We are proud to have Donny on board," she said. "He brings such insight and knowledge of the Australian market and his all inclusive approach to fashion is very much in line with that of the Boohoo brand."
Galella said the brand's positioning is ideal for the Australian market.
"They have an enormous range with such affordable prices, which makes fashion more accessible to everyone."
The appointment comes on the back of Boohoo's first 'trend ahead' collections for summer.
The dedicated Australian spring/summer 2013/14 collection is broken into four key trends and is priced from $26 to $65.
BOOHOO: Trends ahead.
