Bergdorf Goodman has named Elle Strauss, a former publishing executive and stylist, as creative director.

Bergdorf’s also named Melissa Xides vice president of customer experience, a new role at the luxury store, covering all areas of the store and operational functions. She will report to chief operating officer Matt Marcotte.

Strauss began her career at the London-based publication “The Face,” later joined Condé Nast and eventually became fashion and style director at Shopbop, which is owned by Amazon.

At Bergdorf’s, Strauss will report to president Darcy Penick, who before joining Bergdorf’s about a year ago, was Shopbop’s chief executive officer.

Strauss will be responsible for the brand’s overall storytelling identity, overseeing creative aspects of print and digital content. Her purview encompasses all creative touch points including advertising, web site, marketing, magazine and direct mail.

Bergdorf Goodman’s creative expression is at the center of what makes us such a distinct destination for global consumers,” Penick said. She cited Strauss for her creative leadership, strong aesthetic and editorial skill.

Xides’ experience includes serving as vice president of retail at Kate Spade; senior vice president, direct-to-consumer at Tory Burch, and most recently senior vice president of customer experience at SoulCycle.

“Melissa Xides is a seasoned leader with a deep appreciation and understanding of the employee and customer experience and how they are inextricably linked,” Penick said. “She is an incredible addition to the team, and we’re thrilled to have her join our expanding talent pool at Bergdorf Goodman.”

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