Yasmin Yusuf designs for Miss Selfridge

Yasmin Yusuf is joining Miss Selfridge as creative director. The former chief executive of East, for which she worked for only seven months, will join the Arcadia group this September. At Miss Selfridge, Yusuf will focus on building the brand, while group operations director Mike Goring will be responsible for the day-to-day running of the business. "Everyone that knows Yasmin knows she has got great taste and good product direction and it is about developing that brand and range," said Arcadia boss, Philip Green. "I want her energy on that, and the running of the business, we can do that." The strategy is different from other Arcadia businesses, like TopShop, Evans and Dorothy Perkins, which are headed up by brand directors responsible for both the design as the operational aspects. Yusuf previously worked for M&S but left in 2004 over concerns over how her job would be affected by the arrival of former George at Asda director Kate Bostock. Prior to M&S, Yusuf was head of design at Warehouse.