Holli Rogers has been named chief fashion officer of Farfetch. She will remain ceo of Browns.

LONDON — Holli Rogers, chief executive officer of Browns, has a new title: chief fashion officer of Farfetch. Rogers will take up her role immediately, and remain at the helm of Browns.

Rogers was named ceo of Browns in 2015 just after Farfetch purchased the London retailer. Since then she’s pushed it into new territory, working to fuse digital and brick-and-mortar retail and opening a new outpost in east London called Browns East.

She’s also kept the Browns tradition alive, scouting and supporting young talent in the vein of Joan Burstein, who founded Browns with her husband Sidney and son Simon nearly 50 years ago.

Before joining Browns, Rogers was the longtime fashion director of Net-a-porter.com and an architect of that site’s success. Previously, she worked for Neiman Marcus and Chanel ready-to-wear.

In her new, executive role at Farfetch, Rogers will work closely with the marketing, styling and visual merchandising teams at Farfetch to ensure the company’s fashion approach is incorporated into the DNA of customer experience on the site, the company said.

Jose Neves, founder, ceo and co-chairman of the Farfetch board, said Rogers’ “reputation, high regard among fashion ceo’s, influencers and the wider industry, her relationships and her incredible aesthetic will be a huge benefit to Farfetch.”

Rogers said: “I am incredibly proud of the work achieved to date at Browns and am excited to take on this additional role within Farfetch, ensuring we are talking to fashion in a meaningful way, one that resonates with the larger customer base whilst continuing to build the Farfetch brand.”

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