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Paula Reed joins etailer as creative director

Former Harvey Nichols fashion director Paula Reed has joined Munich-based etailer as creative director.

Reed will be responsible for its editorial direction and help expand Mytheresa’s “special projects” with designers and brands. She takes up the role immediately.

Reed left London department store Harvey Nichols last October after just over a year in the role. Prior to that she was style director at Grazia UK for seven years.

Reed told Business of Fashion: “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.”

Munich-based was launched in 2006 and features designers such as Balenciaga, Saint Laurent and Valentino.

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