You'd be hard-pressed to find a high-powered fashion establishment today that wouldn't pay a pretty penny for Eva Chen's opinion. Aside from working closely with Anna Wintour at Condé Nast for years — as both a consultant and editor-in-chief of Lucky magazine — and being hired away by Facebook to become the company's first-ever Global Head of Fashion Partnerships at Instagram, she's proven herself to be way ahead of the curve when it comes to the evolution of the industry.
So, it's not too surprising that one of the world's top luxury retail companies, the Yoox Net-a-Porter Group, has appointed Chen as one of its independent directors, meaning she'll hold one of 11 directorial seats on the board and will collect a sitting fee for her time. Net-a-Porter dipped its toe in the world of "social shopping" with The Net Set earlier this year (which hasn't yet taken off), so recruiting Chen is undoubtedly a step in the right direction when it comes to tapping into — and learning more about — its social media-savvy customer base, especially considering the company's focus on mobile as a sales driver.
"Eva's appointment brings our customers right onto the board," CEO Federico Marchetti said in a press release. "She is one of the industry's most connected and innovative voices and brings a fresh, youthful perspective together with exceptional expertise at the convergence of social commerce and fashion." In addition, she'll serve as a representative for the U.S. market — Net-a-Porter's largest, followed by the UK. Chen's built in audience of 506,000 Instagram followers isn't a bad incentive, either, especially if her popular outfit and accessories posts consist of product available on Yoox or Net-a-Porter. If that's not great advertising, we don't know what is.