John Lewis has announced the appointment of Rachel Morgans as its new director of fashion.

Morgans, who is currently working as a creative consultant for brands in the UK and US, will assume her new role in June 2024.

Bringing nearly three decades of experience in the fashion industry, Morgans has held leadership positions at several prominent companies, including ASOS, Finery, Topman, and Brown Thomas. In addition to her fashion expertise, she also has experience in the home and lifestyle sectors, currently consulting with Bath and Body Works and the fashion startup Yaw Studio.

Under Kathleen Mitchell, John Lewis' commercial director, Morgans will focus on further developing the retailer's curated range of own brand and branded fashion, which has seen significant growth in recent years.

"Rachel's passion and expertise will be invaluable to John Lewis," said Mitchell. "She has extensive experience in design, innovation, and leadership within the fashion industry. We are thrilled to have her join us during this exciting time as we continue to enhance our fashion offerings and help our customers look and feel their best."

Morgans expressed her enthusiasm for the new role, stating, "I'm delighted to become a part of a renowned brand like John Lewis. The chance to collaborate with a talented team and make a positive impact on the lives of millions of customers is an incredible opportunity."

The appointment comes on the heels of John Lewis' strong performance in the fashion and beauty sector. In March, the retailer reported a rise in sales in these categories, thanks to its omnichannel presence, which attracted a record 13.4 million customers. John Lewis also introduced 100 new fashion brands and expanded its personal styling services, with appointments increasing by 27 per cent compared to the previous year.

The announcement aligns with John Lewis' investment in bringing customers new and refreshed fashion ranges, as well as revitalised in-store and digital experiences, further solidifying its position as a leading fashion retailer in the UK.

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