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East hires creative director to help revitalise brand

Fashion chain East has hired a creative and design director with a brief to revitalise the brand across its multi-channel offer.

The retailer has appointed Virginia James from Selective Marketplace, parent company of womenswear brands Wrap and Poetry, where she held the the same position.

James, who has also held senior design roles at Warehouse, Next and Marks and Spencer, takes up the role immediately.

She will oversee the design process across the range of collections at the retailer, as well as building a strategy to the East brand in-store, online and in its visual communication output. East has 61 standalone stores in the UK and trades out of 43 department store concessions.

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