Fashion Buying Director at Mytheresa
What is your customer asking for right now?
Newness and excitement is definitely what we have seen, anything fun bright colors and strong silhouettes has been doing super well.
What are the challenges of Spring 2022 in terms of buying?
When it comes to looking for newness and young emerging talents, still not being able to see new brands in person is a real challenge.
What do you miss about physical shows? What’s the best thing about digital presentations & appointments?
I miss seeing people, feeling the buzz at shows. The setting, the surroundings, or even the music and the guests inspire you. All of the emotional aspects of a show do not exist on Zoom.
Digital appointments have their pros. Going to shows does waste a lot of time, between the commute and the wait, whereas I can go through many brands in a day via Zoom, so digital can be much more efficient sometimes. I used to find myself very challenged by not being able to see many brands due to time restrictions and the traffic being bad.
What are you most excited about this season?
Balenciaga, Louis Vuitton, Loewe.
And a trend you wish you would never see again?
I always say: “never say never.” I believe you can always revive a trend if you do a really good revamp, so there never is a trend I’d probably never to see again!