Morgans started her fashion retail career as a buyer for Topshop in 1998 and has held buying director roles at Asos (2012-14), Finery London (2014-16), Topman (2016-18) and Brown Thomas (2019-23).
Set to take on the role of fashion director of John Lewis in June, Morgans will report to commercial director Kathleen Mitchell.
As part of her role, Morgans will oversee the high street retailer’s curation of in-house and third-party brands.
John Lewis & Partners introduced 100 new brands in 2023, including Sister Jane and Vivere in womenswear and Tommy Hilfiger’s adaptive line and Uskees in menswear.
John Lewis own-brand fashion sales increased 3% year on year in the 12 months to 29 February 2024, fuelled by a 13% year-on-year rise in menswear sales.
Mitchell said: “Rachel’s passion and expertise will be invaluable to John Lewis.
“[Morgans] has extensive experience in design, innovation, and leadership within the fashion industry. We are thrilled to have her join us during this exciting time as we continue to enhance our fashion offerings and help our customers look and feel their best.”
Morgans, who is also a creative consultant for beauty retailer Bath & Body Works and streetwear brand YAW Studio, said: “I’m delighted to become a part of a renowned brand like John Lewis.
“The chance to collaborate with a talented team and make a positive impact on the lives of millions of customers is an incredible opportunity.”
In January, former brand director (2005-2013) Peter Ruis returned to John Lewis as executive director. In April, John Lewis announced that Tesco veteran Jason Tarry would be taking on outgoing chair Dame Sharon White’s role at the helm of the partnership.