To keep on top of the trends, I’m constantly checking out fashion blogs and London street style. I go “inspiration shopping” with our designers in Portobello Market, or to cities like LA and Tokyo. We gather inspiration to inform shape and colour references in our own lines. It takes a lot of digging around – but you know when you’ve spotted an element which can be developed into a bestseller.
I go to a huge fabric fair in Paris every year with our designers to look for exciting new fabrics. We bring back loads of swatches to HQ. As soon as I find a material I love, I’m straight on the phone to our suppliers, negotiating the best prices. My commercial thinking has to be sharp here – this is the business side of the role. If a product’s doing really well, I’ll look at how to push it further and brief the retail teams on how we want customers to see the products in store.
We have to have extra-special buys in our Oxford Circus flagship, and we’re expanding internationally so have to tailor for different markets too. There’s always a lot going on on the buying floor! We have rails and rails of products and two fit sessions a week. Making sure the fabric feels right and hangs properly is really important before we move on to the cutting stage.