Paula Reed has been announced at the new Creative Director of German luxury retailer MyTheresa, working with the store on its editorial content and global branding.
The Munich based fashion store opened its bricks and mortar store originally in 1987, subsequently launching the online site MyTheresa.com to bring its luxury fashion to the world. Stocking over 180 designers, the German store has a well-defined brand that will only continue to push boundaries under the direction of Paula Reed.
Founder Susanne Botschen said in a statement that “Paula’s extensive experience across many fields of fashion including retail, journalism, style direction and editorial will make her a great addition to the Mytheresa.com team.”
This position is welcome news after Paula left her last post at Harvey Nichols suddenly after a year in the position after allegedly breaking the company’s 10-year ‘no-fur policy’. Previously, she held the title of style director at Grazia magazine in the UK. Speaking to Business of Fashion, Paula sounded very excited about the new opportunity:
"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: ways of presenting things, ways of introducing designers, and ways of actually introducing customers to newness; ways of supporting partners we do business with through events and editorial projects, ways of supporting new brands that we’re bringing on. They are seeing massive success in taking merchandise personally to the customer and introducing designers and exciting players in the industry directly,”
With such a strong brand to work with, the scope for opportunity and expansion is certainly there and we look forward to seeing the results of this new partnership.