Amazon Fashion has hired former Vogue digital creative director Sally Singer in a new role as head of fashion direction as it seeks to expand its luxury e-commerce business. Singer, who left Vogue in December 2019 after almost two decades, will report to Amazon Fashion president Christine Beauchamp.

The appointment is another example of a tech platform hiring former editors — as Instagram, Snapchat and TikTok have done in recent years — to better woo brands to advertise or sell their products on their platforms. Amazon has an uphill battle in capturing luxury brands, a group that has long shied away from the platform because of its utilitarian interface and lack of curation.

In September, Amazon launched a new “Luxury Stores” platform with a campaign starring Cara Delevigne wearing Oscar de la Renta, the first brand to sign on to sell there. This year, Amazon has also onboarded more designer labels through a shop set up in partnership with Vogue and the CFDA to help designers struggling during the pandemic.