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Deanna Iannello

Buyer, New Look, aged 30

Described by New Look design director Barbara Horspool as an inspired buyer with great fashion sense, Deanna Iannello already has a CV that many buyers would crave.

At New Look, which she joined in November 2009, she works on Limited Edition, the fast-fashion chain’s part-owned brand Idol, and its Gold by Giles collection.

Iannello previously worked at Topshop, where she bought the Kate Moss for Topshop collection, as well as buying dresses, swimwear and hosiery over the years.

She worked her way “up through the ranks of blouses and skirts”, having joined Topshop in 2001 after arriving in the UK from Australia.

While buying the Kate Moss collection was undoubtedly a high point, Iannello says of New Look: “Working on its more premium brands gives me an opportunity to work with the press team and the trend team, so I am developing [across different disciplines with the business].”

And her work is not going unrecognised. Horspool says of her: “Deanna joined a well-established buying team with a real interest, determination and degree of patience to understand the New Look customer. Her areas are multi-product, complex and risky, but she has always taken every challenge in her stride, always acting with confidence and enthusiasm.”

Horspool continues: “She encourages her team, is inclusive, and is a good listener but has positive, confident and clear views of her own that she won’t hesitate to express.”

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