West Elm Names Sr. VP of Design

June 18, 2015  by in Executive Changes, Industry   

In her new post, Uurasjarvi is responsible for guiding the overall creative direction of the brand across its retail, catalog and online channels. She  leads the product design team and reports to Jim Brett, president.

Bringing more than 20 years of fashion design experience, Uurasjarvi joins West Elm from the lifestyle brand, Anthropologie, where she was the executive creative director of product design. 

“It was a great privilege to be able to work with Johanna during my career at Anthropologie,” Brett said. “We had a powerful partnership and to have a chance to work with her again is an incredible opportunity for me, for West Elm, and for our customers. She inspires like no one else.”

During her time at Anthropologie, Uurasjarvi conceptualized and launched the wholesale fashion brand Leifsdottir. With a nod to her Scandinavian roots, featuring clean lines, unique prints and high-level craftsmanship, the label was carried by 200 additional doors, including Neiman Marcus, Bloomingdale’s and Nordstrom stores.

“I am thrilled to join the incredibly talented West Elm team and build on the solid foundation they have created, taking impact sourcing, artist collaborations and accessible style to the next level,” Uurasjarvi said. “After 15 years of designing apparel, accessories and home collections, I am looking forward to narrowing my focus solely to home. With a family of my own, it is an area that I am inspired by every day, as I constantly seek to create a comfortable home that both functions with our lifestyle and reflects our personal style.”