The insider’s edit

September 28, 2020
Natalie Kingham, Fashion Buying Director at MATCHESFASHION.COM By Trent McMinn

Her career in fashion is remarkable for its diversity. First in charge of buying in a famous London boutique, she then turned to fashion design, and created her own brand in 2000, quickly acclaimed by the international press.Throughout her career, she has established and maintained privileged relationships with the major London fashion houses. Valuable contacts that are useful to her when she joins MATCHESFASHION in 2010 as head of international women’s ready-to-wear purchasing. Since then, she has played a central role in the development of the company both online and in-store, and has been responsible for many collaborations and exclusive collection launches, including with Altuzarra, Emilia Wickstead, Vivienne Westwood, Erdem and Preen. Her experience and impeccable style make her an internationally recognized expert in the industry. Since taking over as Purchasing Director in 2013, Natalie Kingham oversees all stages of women’s ready-to-wear purchasing for MATCHESFASHION.

Which is the main trend you forecast for the upcoming Spring/Summer 2021 season?
Joyful dressing and a relaxed elegance.

Are you changing the way to select brands and to edit the collections?
We always look to the lifestyles of our customers and their ever-changing needs. We want our customers to come to us to be inspired, to be able to find the best version of anything and to be able to discover a unique curation of the best established & emerging designers.

Have you observed any change in customer behaviours?
Customers are adapting to the shift in their lifestyles so are investing in timeless pieces with longevity and items which bring joy.

Your edit of the 10 best womenswear looks of Autumn/Winter 2020

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