Industry insider’s share their thoughts.
Donna Ida Thornton
I always keep an eye on the catwalks. It’s important to know what is out there, and in which direction the season is going. For seasons it was Balmain, then Isabel Marant and Jil Sander (pictured). I look forward to the shows to see who will lead the charge, but I also listen to my customers. They are instinctive and know what they want.
Buying for Black White Denim (pictured), surely all I have to do is buy black, white and denim? While this may be true, I need to ensure I’m buying a relevant selection. Catwalks, fashion week and the press have an impact, but it’s important to not get too carried away. Stick to your gut, your sell-through report, your customer and your budget.
Styles on the catwalk hold the key to my buying, season to season. I go for the watered-down version that fits into my customer remit. Valentino, Chanel, Dior (pictured), Victoria Beckham and Stella McCartney have huge impact on trends influencing my customers. You could call it ’style of envy’.
Our designs (own label, pictured) are definitely influenced by the catwalks as they set the tone, but as trends become more diverse, it is a question of reinterpreting them appropriately. Influences coming from street style, celebrity and vintage have increased as shoppers have more access to online imagery.