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Its fashion director is a prototype of the sort of shopper site seeks to attract, says president

Yasmin Sewell, the 40-year-old Australian-born, London-based fashion director of, is the idealised-yet-accessible embodiment of the retail brand she now represents.


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