Farfetch appoints Yasmin Sewell as VP style and creative

Yasmin Sewell, the former fashion director of Style.com, has been appointed by Farfetch into the new role vice president of style and creative.

The appointment follows Farfetch's recent content and commerce partnership agreement with Condé Nast which resulted in the publishing house's ecommerce operation Style.com being folded into Farfetch.

In her new position Sewell will have responsibility for the global editorial and content teams overseeing the content and styling direction for the platform. She will report into newly promoted chief marketing officer John Veichmanis, who took up the role in June following the departure of Stephanie Horton.

"Millennial customers have really connected with our proposition as the diversity of product on the platform massively appeals to their sense of individuality. 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,” Veichmanis said of the appointment, adding he was "excited" about having Sewell join the team.

"Farfetch is undoubtedly one of the most innovative companies in today’s retail landscape. I’ve known José [Farfetch founder José Neves] 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," Sewell said.

"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. I am thrilled to be joining the team at this time as we define what content and commerce means for the Farfetch customer globally,” she added.

Sewell is one of fashion's most preeminent taste-makers and style influencers. She began her career in the late 90s by establishing her own boutique, Yasmin Cho, in Soho before going to take up senior buying roles at Browns and Liberty.

After this she established her own consultancy and then her own label Être Cécile in 2013. She was appointed by Style.com in 2015.

Image: Cris Fragkou