StyleWatch has appointed Erin Sumwalt as fashion director.
Sumwalt, who will start on Sept. 8, replaces Kate Dimmock, who held the position since 2010.
Sumwalt previously served as a consultant while freelancing for InStyle’s special issues. She was on staff at InStyle from 2000 to 2012 and held various positions within the fashion department.
“Erin is a reader-focused editor,” said Lisa Arbetter, editor in chief of StyleWatch. “She loves figuring out ways to bring fashion options and solutions to all types of women, no matter their style or size, and that’s what we are all about at StyleWatch.”
Earlier this year StyleWatch hired Arbetter, who also came from InStyle, and let go of its longtime founding editor Susan Kaufman. This change came after Time Inc. restructured and promoted InStyle’s editor in chief Ariel Foxman to editorial director of both InStyle and StyleWatch.
StyleWatch’s redesigned September issue reflects Arbetter’s new vision for the magazine, which targets Millennials with street-style photos and interactive features.
The magazine redesign consists of larger photos and bolder graphics. It includes fashion and beauty tips from bloggers, vloggers and celebrities. Each page can be scanned with a mobile phone using Blippar, an augmented reality app that lets readers shop the pages, listen to playlists, ask Arbetter style questions and place their face on the cover of the magazine, which they can share on social media platforms.
Other recent hires at StyleWatch include senior beauty editor Amanda Elser, deputy articles editor Brittany Burke and news editor Alex Abel.
“Most of the hires were brought on due to a restructuring of workload and processes resulting from the recent redesign. Each hire brings unique experience and ideas that will complement our existing team in exciting ways,” Arbetter told WWD.