Rachel Zoe takes style director role at What Goes Around Comes Around

What Goes Around Comes Around has appointed Rachel Zoe as style director, formalizing a relationship between the stylist and the vintage luxury reseller that goes back decades.

Zoe's remit covers seasonal collections, styling, special projects and events across the year. Her first output, The Rachel Zoe Edit, is a selection drawn from the company's archive, unveiled at its Wooster Street store in New York during fashion week and now selling in store and on whatgoesaroundnyc.com. Further projects and appearances are due over the next year.

Seth Weisser, co-founder and chief executive, said: "Rachel has been part of the WGACA story for decades, and she understands this business in a way that very few people do. When we started, vintage wasn't a part of the luxury conversation. Rachel has played a huge role as has WGACA in changing the public perception to where we are today. Bringing her style direction to the company will help continue to build the business and trust we have earned over the past three decades."

Zoe said the company had long been her first stop for vintage. "Every time I visit their stores or website, I'm inspired and excited to add to my collections. Their curations are unrivalled as is their impeccable focus on the best of the best of all of my favorite brands. Expanding my long-standing relationship with the WGACA in this official role feels like a natural evolution."

Gerard Maione, co-founder and chief creative officer, framed the appointment around shared instincts. "Rachel and WGACA have always shared the same belief that great vintage pieces are timeless heirlooms that reflect individuality," he said. "She has such a strong sense of fashion history, but her instinct is always to make it feel on trend, relevant and translatable. Creatively, there's a real alignment in how we see things, and I'm excited to see where we can take that together."

Zoe built her reputation styling celebrity clients through the 2000s and became a public figure in her own right through the Bravo series The Rachel Zoe Project, which ran from 2008. She has since worked across her own label and styling ventures.

Weisser and Maione founded WGACA in 1993. The business operates stores in New York and other US markets alongside its e-commerce site, and positions itself on authentication of pre-owned luxury goods.

That positioning has been tested in court. A federal jury in Manhattan found in 2024 that the company had infringed Chanel's trademarks, and a final judgment entered in February 2025 imposed 4 million dollars in statutory damages, a permanent injunction on its use of Chanel branding and disgorgement of profits on unauthorised Chanel-branded items. WGACA has appealed to the Second Circuit and has maintained its authenticity guarantee throughout.

This article was drafted with the assistance of AI and edited by a FashionUnited journalist.