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London Fashion Week: day four, buyer diary

As day four of LFW draws to a close, catch up on the highlights via Browns’ womenswear buying director Ida Petersson.

Ida petersson womenswear buying director browns2

Ida petersson womenswear buying director browns2

Why do you attend LFW?

LFW is extremely important to us. It’s our home ground and we feel strongly that we need to support British talent as well as the established brands we work with. London has such an incredible energy and always feels upbeat and fun.

Are there any LFW brands that currently perform well for Browns?

Representing British talent is very important to us. We currently stock several designers ranging from long established brands such as Burberry, through to Roland Mouret and Molly Goddard and the new talents like Halpern and Supriya Lele.

What are you looking for in the shows this season?

A strong voice and a unique point of view. Each designer needs to hold their own against our existing brand list.

How was day four at LFW?

This LFW has felt extra upbeat after all the rain in NYC; the weather was great and everyone seemed to really enjoy themselves and there have been some really great shows.

What collections stood out today and LFW so far?

Rejina Pyo, Roksanda, Burberry and Molly Goddard.

Are there any trends that are emerging from the collections so far?

Following on from NYC, key trends are tie dye, pale yellow, lilac, surfer culture, neon, beige and neutral colours.

How was New York?

Despite the bad weather, there was a great energy in NYC. I loved Matthew Adams Dolan, R13, Sies Marjan and Calvin Klein.

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