East appoints new creative director

Fashion label East has appointed Virginia James as its new creative and design director, to help revamp its brand offering

and revitalize the label across its multi-channel platforms.

Effective immediately, in her new role James will be in charge of the design process across the label's full product range as well as renovating East's business plan for retail, online and visual communications.

James joins East from women's wear label Wrap/Poetry, where she was previously creative and design director and brings with her years of industry experience, as she formerly held senior women's wear design positions at Next, Marks & Spencer and Warehouse.

East currently operates 61 stand alone stores as well as 44 concession stand in department stores John Lewis and House of Fraser alongside its online store, east.co.uk.