The Insider’s Edit

July 8, 2020

Buying Director of Menswear Mytheresa 

Chris Kyvetos, from Melbourne, Australia, has spent his career at the forefront of luxury fashion earning him a place on the Business of Fashion 500 list as an influential person shaping the industry. 

Kyvetos was previously a key player in the Australian luxury fashion market and in 2009 became Creative Director of Australian department store Harrolds followed by the launch of his own retail platform Sneakerboy in 2012. In January 2019, he was appointed Buying Director of Menswear at Mytheresa, where he now oversees the menswear buying department and drives the fashion direction through the development of capsule collections, exclusive products and special collaborations. 

Which is the main trend you forecast for the upcoming Spring/Summer 2021 season?  

I would say ‘non-sneaker’ footwear, I’m currently obsessed by this direction. 

Are you changing the way to select brands and to edit the collections? 

We have been very particular in our brand selection at Mytheresa from the get go, we have not changed anything on that front. We are buying digitally, and so are our customers. 2020 has of course affected us, but not affected our overall buying strategy. 

Have you observed any change in customer behaviours? 

Yes, however we were already buying for this change in customer behaviours pre the pandemic. Timeless, modern and luxury have been our three fundamental pillars and I have noticed that consumers are gravitating more toward products and brands that fit into these and that are longlasting in terms of quality. 

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