NEW YORK — Gen Art has tapped its own Lee Trimble to take over as fashion director, handling all fashion events and programming.

For the past four years, Trimble has worked with Gen Art’s fashion program on both coasts. She succeeds Mary Gehlhar, who remains with Gen Art in the newly created post of vice president of brand strategy. She will focus on the company’s direction and overall growth.

Gehlhar’s new role will allow her to spend more time with her year-old son, a Gen Art spokeswoman said.

During her time at Gen Art, Trimble has helped introduce up-and-comers like “Project Runway” winner Jeffrey Sebelia and Louis Verdad, who was first seen by Madonna’s stylist Arianne Phillips at a Gen Art show. Prior to joining Gen Art, Trimble was executive director of the Coalition of Los Angeles Designers, or CLaD, and helped create a cohesive L.A. Fashion Week by initiating discussions with IMG to produce it, the spokeswoman said.

This story first appeared in the January 18, 2007 issue of WWD. Subscribe Today.

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