has joined the trend for online fashion retailers to hire editors by appointing Grazia founder Fiona McIntosh as consultant creative director.

McIntosh was previously editor-in-chief at Bauer Media’s London Lifestyle division, which houses titles including Grazia, the magazine she co-founded. She has also edited Elle, the Evening Standard’s ES magazine and the defunct older women’s title Eve.

Her appointment follows Esquire editor Jeremy Langmead’s defection from magazines to become editor-in-chief of the new menswear division of Net-A-Porter, called Mr Porter; and the appointment of former Elle UK editor Melissa Dick to oversee’s editorial output. has appointed McIntosh to oversee its creative strategy. It is a new role for the retailer, which sells labels including Vivienne Westwood Anglomania, J Brand and Acne. The company said she would work with founder and CEO Sarah Curran to develop editorial content ahead of the brand’s planned relaunch in time for Spring/Summer 2011.

At the moment, publishes an online magazine, seasonal style guides and produces video for its MY-TV channel.

Curran said: “In her role as consultant creative director, Fiona will bring a new dynamic to develop our editorial content, which we hope will continue to engage and inspire our customers, as we move forward with a new direction for the brand.” launched in 2006 and currently attracts around 900,000 unique visitors a month.