What: John Lewis has appointed Jacqui Markham as fashion creative director to lead the next phase of its own-brand fashion strategy and strengthen its design direction.

Why it is important: John Lewis’s strategy demonstrates how continued investment in creative direction, merchandising, and experiential retail is essential for growth and customer engagement in a competitive market.

John Lewis has named Jacqui Markham as its new fashion creative director, marking a pivotal step in the retailer’s ongoing transformation of its own-brand fashion offer. With a background at Whistles, Topshop, and Asos, Markham brings a wealth of creative expertise to the role, tasked with shaping the design direction and relevance of John Lewis’s womenswear, menswear, and childrenswear collections. Her appointment comes as the retailer continues to invest in fashion, launching exclusive collaborations, expanding its brand lineup, and upgrading its flagship stores and digital platforms. This move is part of a broader strategy to reposition John Lewis as a destination for design, quality, and customer experience, supported by significant investments in merchandising, experiential retail, and leadership renewal. By focusing on creative leadership and talent integration, John Lewis aims to differentiate its fashion offer and drive sustained growth and engagement in an increasingly competitive retail landscape.

IADS Notes: John Lewis’s appointment of Jacqui Markham as fashion creative director is part of a broader trend in the department store sector, where leadership renewal and creative expertise are driving fashion transformation. In June 2025, John Lewis’s fashion director, Rachel Morgans, outlined a strategic approach that included an £800 million investment in retail transformation, the addition of 49 new brands, and the launch of premium own-label collections, all supported by the restructuring of buying and merchandising teams to enhance brand curation and customer engagement (Drapers, June 2025). The October 2025 appointment of Anna Milne as director of merchandising further reinforced the retailer’s commitment to fashion growth and transformation, with a focus on premium brands, exclusive collaborations, and digital innovation (Retail Week, October 2025). Across the sector, department stores like Galeries Lafayette and El Corte Inglés have similarly prioritised experienced creative leadership and agile organisational structures to drive commercial performance and relevance (Les Echos, April 2026; Modaes, March 2026). These developments underscore the importance of creative direction, talent integration, and continued investment in both physical and digital retail to reposition department stores as destinations for design, quality, and customer experience.

John Lewis taps Jacqui Markham as Fashion Creative Director as it builds clothing offer