Luxury fashion and lifestyle site for millennials BURO.Global said it has recruited Natalie Hartley as its Fashion Director, ahead of the launch of the firm’s UK site.
Hartley’s appointment is the third in a series of high-profile editorial hires over the last month, as the company readies its UK flagship launch of the BURO 24/7.
A trail blazer when it comes to women’s fashion and style, Hartley boasts an impressive career, beginning as a stylist at Elle, before moving on to Senior Fashion Editor of The Sunday Times Style Magazine.
She then worked as Acting Fashion Director at InStyle and more recently at Glamour UK, as Fashion Director for three years.
Hartley became an inspirational street style pioneer with her now much-imitated how to wear column in the Sunday Times.
She pioneered the idea of editor as subject, inspiring readers with wearable outfits in urban settings, rather than dictating what should or should not be worn.
Social media influencer
A style icon in her own right, she’s become a social media fashion influencer with a strong Instagram and Twitter following.
“We’re facing a new age of publishing, and it’s exciting to find a rare opportunity such as this where you can still make your own mark, rather than just fit into a preconceived role”, Hartley said.
“Getting to know our audience of discerning, savvy and influential millennials is a key focus, and I’ll be looking to create the same energy and connection with people as I have done in the past, but in a unique, invigorated way, across BURO 24/7’s innovative digital platforms,” says Hartley.
Hartley also boasts strong celebrity styling credentials, having worked with a raft of A-listers including Taylor Swift, Keira Knightly, Zoe Saldana, Emma Roberts, Lily Allen and Azealia Banks.
This A-list experience, combined with her ability to create wearable, down-to-earth style inspiration and pioneer trends gives her a 360-degree skillset to engage with the most discerning of audiences.
BURO 24/7 also recently recruited Kate Stephens as Editor-In-Chief and Global Editorial Director, and Sophie Beresiner as Beauty & Style Director.
The appointments come ahead of the title’s UK flagship launch. The company is already established in 11 emerging markets and said it will soon be announcing an exciting period of expansion.
“Natalie’s own unique aesthetic brings re-invigorated inspiration and engagement with real style to BURO 24/7’s UK launch,” said Stephens.
“The platform’s discerning luxe millennial audience desires transparency, authenticity, credibility, kudos and originality from fashion; Natalie’s approach answers this, as she tunes into what luxury means now.”
Millennial buying force
BURO.Global CEO, Nick Smith said: “Luxury fashion has been re-invigorated by the hype drop, the embracing of diversity and the digitisation of the fashion dialogue – all due to the buying force of the millennial consumer”.
“On average, 92% of BURO 24/7’s global audience is within this demographic, and we now have the power of our own influencers, such as Natalie, to disrupt the industry and connect with our fashion audience.
“With this high engagement, our unique global reach into emerging luxury and fashion markets, and with Natalie’s expertise, we’ll be driving a new fashion agenda for our flagship audience.”
With a focus on emerging luxury markets and a core audience of 18 to 34-year-olds, BURO 24/7 said it has a total audience reach of 11.5 million across digital and social platforms, firmly cementing its position as a world-leading luxury digital destination for the affluent millennial.