Etailer My-Wardrobe.com’s new fashion director is in awe of London Fashion Week designers’ individuality, she tells Graeme Moran.
This is your first season overseeing buying as My-Wardrobe.com fashion director. Will you approach LFW differently compared with when you were senior style editor at Harper’s Bazaar?
There are many similarities. One thing both jobs share, which makes fashion so thrilling, is the search for new designers. There’s nothing more exciting than finding a new talent. But as fashion director of a website I also have to think about the overall business and profitability.
What made you take the leap from editorial to etail?
I was very curious to learn about retail and was also eager for a new creative challenge. Etail is no longer just a simple online store - it’s become a powerful vehicle in the fashion industry as online sites are becoming more and more influential.
How has your first month been?
It’s been a seamless transition. I hit the ground running. By my second week I was in pre-autumn sales in London, Paris and Milan. It’s been fantastic to see fashion through the other side.
What other trade events do you attend?
We attend Coterie in New York, Tranoï and Première Classe in Paris, and Scandinavian and Australian fashion weeks.
What new designers are you keeping your eye on?
Paul Andrew shoes, Brood, Marissa Webb and Cédric Charlier.
What designers are you most looking forward to seeing at LFW?
The list is so long I don’t know where to start! London is my favourite city for fashion week. I love its creativity and I’m always in awe of the individuality of designers here. But one of my favourites is Meadham Kirchhoff. I adore their creative and witty shows. I’m also looking forward to seeing Palmer//Harding. This design duo is so talented and I love their poetic and pure approach.
Are there any autumn 13 trends that you’re already looking out for?
I’m seeing a lot of menswear-inspired styles and a return to cleaner lines. Also, many designers are incorporating more couture elements through structured and off-the-body designs.
What one item that is being sold on My-Wardrobe would you like for your own wardrobe?
The McQ bomber jacket. I love it.
How much of your clothes shopping did you do online before your move to My-Wardrobe?
I’m a very specific and picky shopper. So probably around 10%. I’m sure next season it will go up to 100%!
If you had to wear one brand for the rest of your life, which would it be?
Before the sad news that Nicolas Ghesquière was leaving it was Balenciaga. So now I’m looking for a new love.
What one trend do you wish would disappear?
What’s the best piece of advice you’ve been given?
To always follow my instinct. It’s worked so far!