New Look's PR mastermind jumps ship to River Island

Sarah Walters, who created New Look's trail-blazing celebrity and designer tie-ups, has quit to join high street rival River Island.

Walters worked at New Look as head of fashion communications for nine years and was responsible for its Lily Allen, Kelly Brook and Giles Deacon tie-ups. She has joined River Island in the same role.

Walters said she would focus on pushing the young fashion chain's sponsorship of Graduate Fashion Week, rather than on celebrity tie-ups, and on highlighting the strength of its in-house design team.

She will also take on some of the marketing responsibilities held by River Island managing director Richard Bradbury, who took on the extra remit following the departure of marketing director Guy Lister, who left to join New Look last year.

Walters will be replaced at New Look by Harvey Nichols group press manager Peter Robinson. He joins on December 3, and is tasked with leading the retailer's international PR strategy.

A spokesman for New Look said: "Sarah has been a strong influence on the transformation of the business, particularly through her PR and her work with celebrities. We wish her well for the future."

Ex-New Look PR manager Catherine Reynolds will also join River Island as senior PR manager.