Yasmin Sewell has been tapped as Style.com’s first fashion director (the site will be officially re-born as a UK-based e-commerce platform next year). Australian-born London-based Sewell, who regularly appeared on Vogue.com (owner of Style.com) as a “street style avatar,” has impressive fashion credentials. As the former buying director at Brown’s department store, she is credited with putting Christopher Kane and Acne on the map, and also for encouraging J.W. Anderson to enter womenswear. Before that, she made her own name scouting new labels for her high-end boutique Yasmin Cho, one of the first stores to carry Pierre Hardy, Rick Owens, and Gaspard Yurkievich. Sewell has also run a retail and fashion consultancy since 2008, co-founded label Être Cécile, and sat on the British Fashion Council’s New Gen committee.
Here’s hoping Style.com becomes the highly addictive fash fest that is Sewell’s personal Instagram…
