Style.com bets on a street style star

London

AS LONDON Fashion Week picked up steam over the weekend, with all its traffic, sharp elbows and celebrities, one woman has come in for unusually serious scrutiny: her every facial twitch parsed, outfits obsessively chronicled, show schedule observed.

Tanned and lithe, with a close crop of mahogany curls, she is Yasmin Sewell, the 40-year-old Australian-born, London-based fashion director of Style.com, Condé Nast's multimillion-dollar foray into e-commerce.

You couldn't have picked a better poster girl if you'd Photoshopped her from Vogue. The former wife of a movie star (her last name is thanks to a brief marriage to the British actor Rufus S…