Mytheresa.com welcomes Paula Reed as creative director

By

Florent Gilles

Published
Jan 15, 2014

Paula Reed, former fashion director at Harvey Nichols, has been named as creative director at luxury online retailer Mytheresa.com, after leaving her position at the department store chain in October. Effective immediately, Reed is tasked with enhancing the business’ editoral voice.

“My first role is kind of as an agitator a bit — to suggest things they haven’t even thought of before, things that come very naturally to me as somebody with magazine experience,” said Reed to site Business of Fashion on Wednesday.

The German online retailer differentiates itself from leader Net-à-Porter with its more directional and selective offering, curated by industry-popular buying director, Justin O’Shea.