J.Crew RTW Spring 2017


Sylvana Ward Durrett, former Vogue special events director who was reported to have left her post at the glossy in May — has a new project brewing.

Ward Durrett, who began her Vogue career as Anna Wintour‘s assistant, is in the process of developing a new children’s wear e-commerce site.

“It’s à la Farfetch — a similar model where we aggregate kids’ boutiques from around the world into one platform,” she told WWD while modeling in J. Crew’s presentation Sunday afternoon. 

The project, scheduled to launch in February, was spurred by Ward Durrett’s own frustrations with shopping for her two children.

Yes, certainly [it’s inspired] by my annoyance while shopping for my children, that it doesn’t exist on one platform. You still want curated, differentiated product that is unique and cool and stylish, so I’m just making that easier for moms to find,” she said.

While readying the web site, Ward Durrett is also working with Vogue in a consulting capacity — planning next year’s Costume Institute Gala.

“I’m still at Vogue a few times a month for the gala, and I’m full-time on this business, so it’s where I’m actually located that’s changed,” she said of her schedule. 

While there are nine months to go before The Costume Institute’s next major unveiling — rumored to be focused on Rei Kawakubo — Ward Durrett is already in the throes of planning.  “It’s a 12-month process,” she said of the event.

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