Online fashion retailer Zalando has appointed Morten Grubak in the newly created role of Vice President of Creative Direction, reporting to Anne Pascual, Senior Vice President of Product Design at Zalando. Joining on 1 October, Morten will be responsible for setting the overarching creative direction for the Zalando brand, ensuring unified and consistent creative approaches and solutions along the entire customer journey and across all customer touchpoints at Zalando.

Morten Grubak is joining Zalando from the VICE media group, where he headed the Global Innovation lab of the Virtue agency. Under Grubak’s leadership, Virtue launched industry-defining work at the intersection of culture and technology, such as Coca-Cola Creations and the Cannes Lions Grands Prix-winning initiative ‘Backup Ukraine’ in partnership with UNESCO. He also co-authored The Screenwear Paper, the first global report on consumer perceptions of virtual goods.