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Bloomingdale’s has named Heather Shimokawa vice president and ready-to-wear fashion director, reporting to Frank Doroff, vice chairman of rtw and bloomingdales.com.

Shimokawa, formerly with Bally, will focus on trend forecasting, securing new resources and expanding the “100% Bloomingdale’s” exclusive merchandise program. She will also partner with the Bloomingdale’s rtw merchants in curating assortments and selecting looks for marketing campaigns and window displays, the retailer said Tuesday.

Shimokawa will also work with the Bloomingdale’s events team “to bolster the company’s fashion voice and in-store experience.”

Most recently, Shimokawa was vice president of public relations and communications for Bally, overseeing media and events and helping to build the brand’s philanthropic efforts. Earlier in her career, she held fashion editorial roles at Vanity Fair, Men’s Journal and Rolling Stone, among other publications.

Shimokawa succeeds Brooke Jaffe who last April joined Fitz as senior vice president, fashion director. Fitz is a start-up aimed at helping women organize their closets and put together outfits.

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