Style.com Names Yasmin Sewell First Fashion Director

This bodes well for the e-commerce venture, due to launch in 2016.
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Chantal Fernandez
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This bodes well for the e-commerce venture, due to launch in 2016.
Yasmin Sewell is Style.com's new fashion director. Photo: Conde Nast International

Yasmin Sewell is Style.com's new fashion director. Photo: Conde Nast International

While we wait and see what Condé Nast's new Style.com will look like when it debuts in 2016, the company has been building the online shopping venture's London-based team with experienced players, including Chief Marketing Officer Olivier Breton, formerly head of e-commerce at Galeries Lafayette; Chief Product Officer Mo White, formerly of Google-owned DeepMind; and former Asos Editorial Director Melissa Dick. On Tuesday, Condé Nast International announced the e-commerce business has hired Yasmin Sewell as Style.com's fashion director.

A street style star even street style stars love, Sewell founded her own consulting agency in 2008, working closely with clients like Liberty of London, Maje, Mulberry and Hermès. She is also one of the founders of francophile label Être Cécile. 

Sewell was born in Australia and moved to London at age 19. Two years later she opened her own boutique, Yasmin Cho in Soho, which became known for championing emerging designers like Pierre Hardy, Rick Owens and Gaspard Yurkievich. She briefly returned to Sydney to work as a personal buyer after closing the shop, but settled in London again in 2005 when she was hired as buying director at the department store Browns, where she introduced Christopher Kane, Roksanda Ilincic and Acne, among many others. 

"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," Style.com President Franck Zayan said in a statement. 

Condé Nast announced in April that Style.com would be made over as an e-commerce site, which is now expected to relaunch in early 2016. In addition to Style.com, readers will be able to shop content through the sites of individual Condé Nast titles, like Vogue.co.uk, as well as by scanning images in print magazines.