Farfetch names Holli Rogers first-ever chief fashion officer

By

Sandra Halliday

Published
Feb 4, 2019

The close relationship between luxury e-tailer Farfetch and Browns, the physical store that it acquired back in 2015, has become even closer with Browns’ CEO Holli Rogers having taken on a new role at the parent company.

Rogers will stay on as the senior manager at Browns but has also become chief fashion officer at Farfetch, which will see her working closely with the e-tailer’s marketing, styling and VM teams “to ensure the company’s fashion approach is incorporated into the DNA of the overall customer experience of the brand”. 

Rogers, who was formerly Net-a-Porter fashion director, has had an impressive career at the cutting edge of both luxury physical retail and high-end e-tail. She has also worked at Neiman Marcus and Chanel. 

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Farfetch CEO and founder José Neves said she “could bring her unique experience to the broader Farfetch business at an executive level. [Her] reputation, high regard among fashion CEOs, influencers and the wider industry, her relationships and her incredible aesthetic will be a huge benefit to Farfetch.”

It’s clear that she’s highly regarded at the company after having overseen a number of success for Browns from the opening of the Browns East location to the revamped visual image, launching collaborations at home and abroad and continuing to nurture new names.