Southern-inspired lifestyle brand Draper James has announced the appointment of Jeannie Yoo to the role of chief executive officer, effective October 15.

According to the New York-based fashion brand, founded by actress Reese Witherspoon, in 2015, Yoo will lead Draper James into its next chapter, focusing on growth across direct-to-consumer channels, category diversification, and global scaling, 

“I’m inspired by Draper James’ core principles based on celebrating authenticity, Southern heritage, and community,” said Yoo.

“Draper James has built something truly unique—an inclusive brand designed by women for women everywhere. I’m excited to step into this role and expand the brand’s mission of  continually delivering quality products across various categories to always show up where the consumer needs them at every walk of life.”

A fashion veteran with two decades of experience across luxury and commercial brands, Yoo joins Draper James from Adam Lippes, where she served a president for the last six years. Prior to that, the executive served as director of e-commerce at Coach and global merchandising for Michael Kors.

“Jeannie’s vision, combined with her coveted accomplishments across e-commerce, wholesale, and retail, makes her the perfect leader to guide Draper James through our next era of evolution,” said Cory Baker, founder and managing partner of Consortium Brand Partners, which acquired Draper James in 2023.

“Her passion for honoring heritage and community closely aligns with the Draper James mission, and I’m confident that her accomplished portfolio of expertise will take the brand to new heights.”

As part of her role, Yoo will also play a key advisory role within the broader Consortium Brand Partners portfolio, leveraging her strategic insight to support growth across various brands. 

In addition to Yoo joining as CEO, Draper James said it has expanded its executive team with the appointment of Lauren Frohlinger as VP of merchandising and Piper Parsley as VP of brand marketing and e-commerce.