In a newly-created position for the luxury online retailer, Carmen-backed Farfetch has appointed Browns chief executive Holli Rogers to the role of chief fashion officer. The former Net-a-Porter fashion director, who has also held roles at Chanel and Neiman Marcus, will remain as CEO of Farfetch-owned Browns, but will now take on this broader remit, working with the company’s marketing, styling and visual merchandising teams “to ensure the company’s fashion approach is incorporated into the DNA of the overall customer experience of the brand”.
Farfetch purchased Browns, London’s South Molton Street stalwart, almost four years ago, as part of comprehensive plans to expand into bricks-and-mortar retail. Rogers played a key role in rebranding the store, launching collaborations and supporting emerging fashion talent, and also oversaw the opening of its first new outpost in 20 years, which can be found across town in Shoreditch.
Speaking about the appointment, Farfetch founder, CEO and co-chairman José Neves said that Rogers,“could bring her unique experience to the broader Farfetch business at an executive level”. He also added that “Holli’s reputation, high regard among fashion CEOs, influencers and the wider industry, her relationships and her incredible aesthetic will be a huge benefit to Farfetch.”
In response, Rogers said, “I am incredibly proud of the work achieved to date at Browns and am excited to take on this additional role within Farfetch ensuring we are talking to fashion in a meaningful way, one that resonates with the larger customer base whilst continuing to build the Farfetch brand.”
