Fearnhurt's remit involves managing a press office for the brand and launching sub-brands EAST Boutique and EAST Artisan to press and consumers for Autumn/Winter 2011.
The account will be over seen by Laura Robinson, who is still in the early stages of planning the campaign, but plans to include press activity and re-positioning the brand as part of the comms strategy.
The agency will report to Suzi Spink, chief operating officer at EAST.
Fearnhurst takes over from Rachel Hall at The One PR, who has managed press activity for the brand for the last two years.
EAST was founded in 1994 and has 100 outlets nationwide. The brand designs fashion for women with an Eastern feel, using intricate embroidery and hand block printing.