Nikki Sher
Brand Director for East
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Nikki Sher brings more than three decades of expertise across womenswear, menswear and accessories, spanning some of leading brands in the UK and US. She specialises in balancing modernity with brand heritage across product and brand development and has shaped product and brand direction for labels at pivotal moments of growth and reinvention.
After six formative years in New York with leading US fashion groups, such as The Limited Inc, Nikki returned to the UK, spending a decade at Nicole Farhi as Head of Retail, Buying and Merchandising, before joining TOAST where she played a central role in steering the brand through a major chapter of expansion while refining its design and product vision.
Today, as Brand Director for East, Nikki is leading the relaunch of the heritage craft label with a contemporary, feminine vision. A collaborative and thoughtful leader, she is deeply committed to nurturing creative talent and transforming strategic thinking into meaningful collections defined by storytelling, craft and longevity.
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