What do women want? Alison Loehnis, the woman at the helm of Net-A-Porter, knows the answer straight away.
"Newness – that's what drives sales. More than ever, they want the next season now."
With this in mind, smart customers are snapping up Isabel Marant's studded summer boots. "Summer boots are so practical in this climate. And these will feel totally relevant in the fall." (Although married into London life, Loehnis is half French and half American.) Midi skirts are another shrewd buy. "It's nice to show just a bit of tanned leg. And that hemline is a real coming trend." Her fastest sellers right now are Frame Denim jeans. "I have them in white, in a slim boyfriend fit and a black cropped version. They are the perfect midrise fit."
When it comes to her own wardrobe, Loehnis says, "I'm a jacket person. I'm a fan of a classic, very slightly shrunken blazer: it pulls together so many outfits. Biker jackets aren't going anywhere, either. And this season bombers are huge."
Working in the well-dressed Net-A-Porter offices, it is not surprising that Loehnis wears a heel "pretty much every day – anywhere from a 70[mm] to a 100[mm]." The Net-A-Porter team now numbers 2,000, so for days spent crisscrossing the 66,000 sq ft of offices, Gianvito Rossi pumps are a favourite.
For the summer holidays, she'll trade for Miu Miu parrot sandals. "And Mara Hoffman bikinis, which are amazing; and a Chloé white cotton macramé dress. Oh, and the Oscar de la Renta kaftans are sublime."
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