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West Elm creative director leaves for J.Crew

BY Marianne Wilson

West Elm’s loss is J. Crew’s gain.

J.Crew Group has named Johanna Uurasjarvi as chief design officer, responsible for the overall design direction for the J.Crew brand. She will report to J. Crew CEO Jim Brett.

Uurasjarvi joins J.Crew from West Elm, where she was the creative director of the specialty home furnishings company, which is owned by Williams-Sonoma. Prior to that, she was the executive creative director of product design for Anthropologie, where she built the company’s first in-house design team.

“Johanna brings more than 25 years of fashion and design experience with a unique understanding of how customers shop and live,” said Jim Brett, CEO of J. Crew Group.

Brett and Uurasjarvi previously worked together at West Elm, where he was president before joining J. Crew in spring 2017. They also both had senior positions at Anthropologie.

At West Elm, Uurasjarvi was the concept builder of its successful “New Modern” assortment, a lighter and brighter interpretation of classic Mid-Century Modern with layered textures and material innovation, incorporating the company’s signature interest in global artistry. She was an instrumental part of a team that helped the brand to reach $1 billion in revenue, according to the release by J. Crew.

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