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Brief Published: 14 Feb 2011

Asos' Pop-tastic New Art Director


Online fashion retailer Asos has announced the appointment of Patrick Waugh, ex-creative/art director of Pop magazine, as its new head of art, suggesting that the brand is stepping up its strong editorial-style content and visuals even further.

Waugh's appointment reflects the current steamroller of a trend for introducing key editorial content into the e-commerce mix – something originally pioneered by ex-journalist Natalie Massenet when developing the Net-a-Porter brand, which she founded in 2000.

Due to the success of this approach with consumers, a number of e-retailers are now employing journalists to produce print magazines to accompany their online content.

My-Wardrobe.com is the latest in line, having released a magazine this month, headed up by former Grazia magazine columnist and editor-in-chief of Bauer Media, Fiona McIntosh.

Mr. Porter, Massenet's menswear addition to the Net-a-Porter stable, which launches at the end of March, has also employed top editorial talent, including ex-Wallpaper and Esquire editor-in-chief, Jeremy Langmead.