By  on September 1, 2014

LONDON — Ahlya Fateh has joined the British fashion label Amanda Wakeley as managing director, a new role.

Sagra Maceira de Rosen, chief executive officer, plans to leave but will continue to support the brand, and will remain on board to ensure a smooth handover, the company said.

The company said Maceira de Rosen, who is planning to pursue other projects, had been instrumental in the launch of its luxury lifestyle concept as well as the opening of its Mayfair townhouse store and the refurbishment of its Fulham Road store. Maceira de Rosen said: "The last two years have been amazing, and the brand has huge potential. I am leaving the company in great hands.”

Fateh has spent the past four years as managing director of the British fashion and accessories brand World of Tata Naka, and before that was with Condé Nast Publications Ltd in London, where she launched Vogue Russia and served as managing editor of Tatler.

After restructuring and later securing new investment in 2012 from the private equity firm AGC Equity Partners, Amanda Wakeley has begun building a lifestyle offer that aims to appeal to city-dwelling women — and weekend jet-setters — with price points that straddle the contemporary and designer markets.

The collection features ready-to-wear, knitwear, accessories, and evening wear. Last year, in a bid to connect further with its consumers, the company launched a popular campaign on its Web site called "On the Bed," featuring outfits for myriad occasions, ranging from a weekend in Formentera, a stint at the world Economic Forum in Davos, or the daily school run — literally laid out on a bed — with simple styling and no models. The campaign is ongoing, and online sales generate about 15 percent of the business.

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