• by Mark Walsh  @markfwal, April 14, 2014

Expanding its digital magazine lineup, Yahoo on Monday named Elle veteran Joe Zee as editor in chief and executive creative officer for its new Yahoo Fashion vertical.

In his new role, Zee will be responsible for leading the vision, creative direction and development of Yahoo Fashion, “where he will bring his sensibility of luxury fashion and 'accessible cool’ to Yahoo every day,” stated Yahoo CMO Kathy Savitt, in a blog post today.

Besides creating videos series, original programming and special events for the new fashion site, he will also serve as editor-at-large for Yahoo Beauty, the digital magazine the company introduced last week, headed by Bobbi Brown.

“What’s so exciting about Yahoo is that I can inspire and connect with hundreds of millions more women, and bring them the magic of the fashion world in ways they haven’t yet experienced,” said Zee, who spent seven years as creative director at Elle.

Zee is also executive producer and host of Sundance TV’s “Revealing” and “All on the Line with Joe Zee.” He also designs and sell is own clothing line, “Styled by Joe Zee” on QVC. His new gig with Yahoo starts in May, and he plans to divide his time between New York and L.A.

The move is part of Yahoo’s broader effort to launch new or updated content properties in specific categories led by high-profile editors or personalities recruited from outside. Yahoo recently brought on former "Page Six" editor Paula Froelich to oversee Yahoo Travel, and ex-Entertainment Weekly senior editor Josh Wolk to lead Yahoo Entertainment, among other editorial hires.