ModCloth, the retro-minded e-tailer that in January brought on Matt Kaness as chief executive officer, has just hired its first fashion director.

Lizz Wasserman, who is based in Los Angeles and will work out of ModCloth’s office there, will report to Kaness and co-founder and chief creative officer Susan Koger, who are both based in the brand’s San Francisco headquarters. Wasserman will create seasonal collections for ModCloth’s line of branded apparel, which was introduced in August.

Wasserman, who studied sociology at the University of Wisconsin, has spent time at brands like Free People and Urban Outfitters, and was most recently Global Creative Director at 20th Century Fox Film.

“Her expertise will be invaluable as we grow our namesake label into a true ‘collection’ of high-quality pieces that are joyous, whimsical and make you feel your best,” Koger said.

Wasserman said that she was drawn to ModCloth’s supportive community and its vintage DNA, and described her aesthetic as “simpler silhouettes in beautiful prints and easy fabrics, with standout pieces.”

In this newly created role, Wasserman will “have an immediate impact on our product narratives, visual concepts and overall brand storytelling,” said Kaness, who also spent time at Urban Outfitters (although the two did not work there together). “As ModCloth continues to grow as a digital-first, multichannel lifestyle brand, we see a huge opportunity to evolve our visual and content execution to accelerate our growth.”

In addition to its first line of ModCloth branded apparel, the brand made its foray into brick and mortar, with a Fit Shop in San Francisco, in August.

“I love the positivity and uniqueness of the ModCloth viewpoint,” Wasserman said. “Sometimes the world of fashion seems to be in lockstep trying to out-cool each other, while ModCloth is never afraid to smile.”

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