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Yasmin Yusuf

Creative director, Miss Selfridge

Yasmin Yusuf has successfully led Miss Selfridge through a challenging year and the women’s young fashion chain remains one of Arcadia’s best-performing fascias.

When Yusuf joined Miss Selfridge in 2006 she caused a stir by immediately making changes to the product offer and brand positioning. Three years on and Yusuf has settled in and is keeping a lower profile. She has continued to work on refining the Miss Selfridge offer, ensuring there is clear water between Miss Selfridge and sister chain Topshop.

This year Miss Selfridge has been among the most confident fashion retailers on the high street where its own offer is concerned. For spring 09 it backed denim and floral prints with commercial aplomb and this autumn backed the goth-glam trend with gusto.

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