Emap’s Commercial Brand Manager Antony Hawman will soon be taking up the role of Brand Partnerships Manager at online fashion retailer My-Wardrobe.com.

Antony was the creative head behind the very first Drapers Etail Awards earlier this year, and Retail Week’s 21st birthday party at Liberty.

He’s struck up a series of partnerships for Emap’s B2B publishing brands, including affiliating Drapers with the Fashion Business Club.

At My-Wardrobe.com, Antony, who featured alongside Lauretta Roberts in Online Fashion 100, will be responsible for creating tie-ups to develop increased brand awareness and drive traffic to the online designer retailer.

Antony is a great coup for My-Wardrobe.com and focusing its marketing strategy on partnerships is a canny decision as many brands which are complimentary will be seeking cost-effective ways to market themselves.