Women's wear retailer Chico's FAS Inc has named Rochelle Udell as senior vice president, creative director for the Chico's brand.

Ms Udell will take up the post on 11 May, joining the company from the Arnell Group, where she served as chief talent officer.

Prior to this, she was executive vice president, chief creative officer for Revlon Inc, responsible for the brand image, packaging, advertising and creative direction for Revlon and Almay. 

"Rochelle Udell has time and again proved that she is one of the truly inspired designers and brand builders working today," said Lee Eisenberg, director of creative strategy, Chico's FAS.

"It's thrilling to contemplate the excitement she will bring to the creative, marketing, and advertising efforts at Chico's."

The company operates 614 Chico's front-line stores, 41 Chico's outlet stores, as well as 414 stores under the White House | Black Market and Soma Intimates names. 

In March it posted a fourth quarter loss of $40.5m, up from a loss of $20.5m a year earlier, after being hit by impairment and severance charges and a 9% slump in sales.