LONDON — Yasmin Sewell, a fixture in the overlapping worlds of retail, design and styling in London, has been named fashion director of

The post is a new one, and Sewell starts today, Nov. 10, reporting directly to Franck Zayan, president of

An announcement is expected later today.

“Yasmin’s unique vision for products, trends and talents will be pivotal in’s growth,” said Zayan in a statement. “She is one of the most sought-after consultants in the industry.”

Sewell called, Condé Nast’s soon-to-launch e-commerce and omnichannel shopping proposition, a “game-changing project” and said she was looking forward to setting a strong vision for its evolution.

Sewell began her career in retail, opening her own store in London’s Soho, followed by senior positions in the buying offices at Browns and Liberty.

Two years ago, she cofounded Être Cécile, a streetwear collection she designs. Sewell also served as creative director of Paper Mache Tiger, the showroom owned by her husband Kyle Robinson, ran her own consultancy and designed a private-label capsule collection for Barneys, based on her personal style.

The new job is a full-time one, and Sewell will step down from her various creative and consultancy projects. She will continue to work with Être Cécile, however.

“It’s a big change for me, and was completely unexpected, but I wanted to be part of this big, exciting project, which has so much scope,” said Sewell, pointing to the fashion, interiors, beauty and technology elements of the future site. “It’s a start-up, but with all the expectation that comes with being part of Condé Nast.”

As reported, the team is aiming for an intense focus on content and on making it as easy as possible for readers to shop off the Condé magazines’ online pages and from the site itself.

The new Condé site will launch initially in the U.K. with Vogue and GQ next year, roll out in the U.S. shortly thereafter, and eventually encompass all Condé titles internationally.

Readers will be able to purchase through two channels: the magazines they are reading and the site. As reported, won’t hold any stock, and the brands — which will eventually range from fashion to food and wine to travel — will take care of fulfillment.

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