LONDON — Yasmin Sewell, the former fashion director of Style.com, has joined Farfetch as vice president of style and creative, a new role.
Farfetch said she would lead the global editorial and creative teams and be responsible for overseeing content and overall styling direction on the site. She will report to John Veichmanis, chief marketing officer.
The appointment comes two months after Farfetch purchased Style.com from Condé Nast with the aim of forming a new “content and commerce” partnership with the publisher. Style.com immediately ceased operations and was folded into Farfetch.
“Building on our recent content and commerce partnership with Condé Nast, we want to develop new and inventive creative formats that help our customers discover more of the wonderful product available at Farfetch,” Veichmanis said, noting Sewell “shares our passion for innovative digital thinking and product discovery.”
Farfetch, the brand and retail platform founded by José Neves in 2008, and valued in excess of $1 billion, purchased the domain name and intellectual property of Style.com, which had launched in the U.K. as an e-commerce operation last September but failed to gain traction.
In June, following the announcement of the deal, Neves, whose title is chief executive officer, said Farfetch and Condé would be cooperating fully as part of a “long-term partnership” on a new commerce and content proposition.
Jonathan Newhouse, chairman and ceo of Condé Nast International, one of Farfetch’s shareholders, joined the Farfetch board.
At the time, Neves said the deal represented the “doubling-down” of an already fruitful relationship with Condé and made sense for Farfetch, which sees itself as a platform for creatives and content makers.
Sewell began her career in retail, opening her own multibrand store in London’s Soho, followed by senior positions in the buying offices at Browns (which Farfetch now owns) and Liberty.
In 2013, she cofounded Être Cécile, a streetwear collection. Sewell also served as creative director of the showroom Paper Mache Tiger. She has also run her own consultancy and designed a private-label capsule collection for Barneys based on her personal style.
In addition to Browns, The Farfetch Group consists of Farfetch.com, the fashion and luxury marketplace; Black & White, a white label e-commerce solution for luxury retailers; and Store of The Future, retail solutions meant to connect the online and offline worlds.