Fashionista, the Breaking Media-owned beauty and fashion site, has made its first hire since it brought sales and marketing efforts in-house after working with Say Media for the last three years.

Julia Stedman joins the company as general manager and associate publisher of Fashionista from Condé Nast, where she served as’s senior director of advertising planning and strategy.

Breaking Media chief executive officer John Lerner told WWD that Stedman is the first hire since his company severed ties with Say, and that she would target selling fashion and beauty “without a mass reach.”

Lerner also hired Tyler McCall, who returns to Fashionista from Teen Vogue where she worked as a digital fashion editor. McCall left the blog in 2015 to work at, which Condé Nast turned into an e-commerce site. At Fashionista, McCall will grab a senior editor title, but Lerner couldn’t provide more detail, as the team is still building and coverage areas are being structured.

Lerner offered that both the business and editorial teams are in the process of expanding and that the recent hires of ex-Condé staff was “not planned.”