Yasmin Sewell photographed by Valentina Frugiuele for Vogue Arabia
FarFetch has snapped up Yasmin Sewell as its vice president of style and creative, the brand announced this morning. The news comes two months after the e-commerce retailer partnered with Condé Nast to absorb the publisher’s e-commerce venture Style.com, where Sewell was fashion director, into one online destination.
“Farfetch is undoubtedly one of the most innovative companies in today’s retail landscape,” Sewell said today, praising Farfetch founder José Neves. “I’ve known José since the beginning – we are past collaborators, and it is an honour for me to become a full-time part of everything Farfetch is creating now and even more so, all that is to come.”
In the newly created role, Sewell will be responsible for leading the global editorial and creative teams, as well as all content and the styling direction on the website. It’s a role that chief marketing officer John Veichmanis is certain will continue to propel Farfetch as one of the most exciting platforms in the e-commerce fashion landscape.
Yasmin Sewell at London Fashion Week Fall 2017. Photographed by Valentina Frugiuele
“Millennial customers have really connected with our proposition as the diversity of product on the platform massively appeals to their sense of individuality,” he said today. “Building on our recent content and commerce partnership with Condé Nast, we want to develop new and inventive creative formats that help our customers discover more of the wonderful product available at Farfetch. We’re so excited about Yasmin joining the team to lead our style and creative strategy as she shares our passion for innovative digital thinking and product discovery.”
“This role is an exciting evolution for me, finding and fostering new design talent has been a particularly fulfilling part of my career to date, and I’m excited to extend this to the realm of directors, photographers and creatives of all types,” continued Sewell. “I am thrilled to be joining the team at this time as we define what content and commerce means for the Farfetch customer globally.”
Natalie Massenet at London Fashion Week Fall 2017. Photographed by Valentina Frugiuele
Farfetch is currently spearheading the future of online fashion. In the last couple of months alone the brand has announced its Store of the Future, its partnership with Condé Nast, and another partnership with Jd.com, China’s largest retailer, to expand its presence and business in the region – announcements that came shortly after the inspired appointment of Net-A-Porter founder Natalie Massenet as non-executive co-chairman in February.
