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Style.com has a new fashion director: Yasmin Sewell has been hired by Condé Nast to take on this brand new role.
 
This appointment comes as part of the new direction that the digital platform is taking, as it shifts from editorial to e-commerce. Gearing itself up to be an omnichannel retail destination, readers of Condé Nast’s numerous titles such as Vogue will be able to buy products via Style.com once it has launched. 
 
A respected fashion consultant, Sewell’s trajectory has been varied. She not only has a breadth of experience working for key luxury fashion retailers such as Liberty and Browns, but is also the founder of fashion label Etre Cécile, as well as having set up the Paper Maché Tiger showrooms. As part of this latest career move, Sewell will stop working on most other projects apart from Etre Cécile. Aside from her prolific career, Sewell has amassed a large following on social media and, known for her strong personal style, is regularly captured on street style photographs during fashion week.
 

Yasmin Sewell in a collaboration with Louis Vuitton
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"Yasmin’s unique vision for products, trends and talents will be pivotal in Style.com’s growth. She is one of the most sought-after consultants in the industry, so having her as a full-time member of our team is a great accomplishment." commented Style.com’s president Franck Zayan, in a statement announcing the appointment. Meanwhile, new recruit Sewell called Style.com a “game-changing project”.
 
The appointment was effective as of yesterday and it counts as one of the first big announcements that Condé Nast has made regarding the platform since the original website closed down in September. The new site is scheduled to debut in 2016…until then we’ll just have to wait with baited breath to see what the new style.com holds in store for us.