Written By , on February 28, 2011

My-wardrobe, the e-tailer for those in the know has re launched with a new look and more directed vision. The new look was unveiled at a party hosted at Sketch in London’s Mayfair to a crammed room of the fashion pack. Being London Fashion Week, it was prime time for gathering the crucial eyes of the editors from the UK and those travelling in the fashion month.

Giant projections around the room showed the various shoots, shot in beautiful locations, new layouts and a feel that definitely had those around to wanting to shop. After the greetings, speeches and thanks to the crowd I managed to talk CEO and Founder Sarah Curran, who explained the thinking behind the look and a few other changes.

Sarah introducing the new look site.

Emily: The relaunch for My-wardrobe showing a fresh new look, what were influencing factors to make the changes?

Sarah: Customer insight research showed us that our customer was slightly older than first thought and had a high expectation of what they wanted to see on site in terms of both designer and editorial content. It also confirmed that there is a huge demand for ‘everyday luxury’ designer clothing – those fabulous jeans, a killer heel, a beautifully tailored blazer, those must-have leather leggings, but it’s those items that fit into an everyday lifestyle. Whether its taking the children to school, going from the boardroom to a dinner or simply a weekend away, it’s the fabulous designer wardrobe items that fit seamlessly into your lifestyle.

E: What changes can we expect to see on the site?

S: The site now has a new photography aesthetic. It’s more street style with an emphasis on capturing looks and product within everyday situations.

We have introduced a new way of shopping the collections, by wardrobe type, which really is how most women shop. We also now let the customer see product styled in various ways to help inspire.

We have also introduced a Designer Room, Shoe Lounge and Bag Boutique with a new edit of our premium brands. our customers are time poor, she shops in the seams of her life so being able to direct her straight to what she wants is key.

We now also have new daily content from the front page. This means we can focus on key looks and trends for the season and react to what’s happening in the fashion world. We have also strengthened our authoritative tone by using fashion insiders from editors, stylists and bloggers. We want to be that trusted best friend so creating an environment and community that she feels is relevant to her was key.

E: Do you have a new intake of designers that you are selling to coincide with the relaunch?

S: From recent customer insight research we learnt that the level of brands that she expected to see and more importantly that she wanted to buy from the site was higher than we originally thought.  For SS11 we are delighted to see collections from 3.1 Phillip Lim, Preen Line, Bionda Castana, Camilla Skovgaard and M Missoni launch on my-wardrobe.com.

E: Which collections have you seen over the past few days here in London that stand out to you?

S: In London, the Giles, Christopher Kane, Erdem and Jonathan Saunders shows were fantastic. Each collection stood out with a new modern take on their signature design style. In New York, we saw 3.1 Phillip Lim, who is new for SS11. I have always been a big fan of 3.1 Phillip Lim. We both believe in the Everyday Luxury proposition, which makes it a reallly exciting partnership.

Giles show  (source: Fashionsmostwanted)

Erdem show (source: angiesmith)

E: Any tips for emerging trends in AW11?

S: There was a lot of red, tweed, mid-length skirts, belting to cinch in the waist and once again, outerwear being a key focus from cocoon-style coats, double breasted pea coats and wrap coats.

E: Who is your favourite designer?

S: That’s a hard one. It would be between Chloe, Isabel Marant and Preen Line.

E: Who inspires you?

S: My team inspire me every day. They are so passionate and creative.

E: What’s your top of your shopping list?

S: Bionda Castana black zip shoe boots.

source: my-wardrobe

E: If you are not at work where is your favourite place to be, and who with?

S: At home with my son Jake.

Trump Soho  (source: luxist.com)

E: When you come to New York where do you like to hang out, eat and drink?

S: I always stay at the Trump Soho, which is just amazing. We tend to go to Soho House for dinner and drinks, but we often go to the Standard Grill if it’s for a quick bite to eat.

And with those insights Sarah disappeared off into the sea of faces to take in the congratulations and enjoy the rest of the evening. If the reaction tonight is an indicator, its going to be a very busy year at My-W HQ.

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Written By , on September 20, 2010

If there’s any doubt as to the differences between London fashion week and the rest of the fashion weeks out there, Charlie le Mindu’s collection should illustrate. Check out the review here and the full photo gallery here.

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Written By , on May 26, 2009


Burberry Prorsum, which usually shows during Milan Fashion Week, will be returning home to the UK for the Spring 2010 celebration of the 25th Anniversary of London Fashion Week and the British Fashion Council.

Burberry will also host an event at their new London headquarters after they close LFW on September 22.

“London is our home — it’s the heart of this global luxury brand and the center of all our creativity,” creative director Christopher Bailey told WWD.

“We are so excited to be showing during London Fashion Week and particularly to be part of its historic 25th anniversary,” Bailey said. “We are incredibly proud of our Britishness and this is really a wonderful opportunity to celebrate that in our home city.”

Burberry is so British, it’s always been kind of strange that Prorsum showed in Milan. I’d like to see this be a permanent change, but I doubt it will be.


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Written By , on November 7, 2008

Ashley Isham

photography Anne-Marie Michel

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Written By , on November 5, 2008


photography Anne-Marie Michel

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Written By , on November 3, 2008


photography Anne-Marie Michel

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Written By , on October 22, 2008

Bora Aksu
photography Anne-Marie Michel

This is one of the more interesting photos coming out of London Fashion Week this season. Normally you’ll have the runway photos that you always see, but Anne-Marie Michel took this darkroom-like photo during the Bora Aksu show.

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Written By , on September 16, 2008

I am currently thoroughly enjoying our London Fashion week coverage and I’m in favorite photo mode. So what’s currently on my fashion week photo radar? Peaches Geldoff of course. She’s currently everywhere in British high society. So naturally when Anne-Marie Michel snapped this photo of “the Peach” I had to feature it:

Peaches Geldoff

Also check out the Amy Winehouse impression:

Jodie Harsh

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Written By , on September 16, 2008

John Rocha

In a word Lace.

John Rocha described this as his inspiration while showing his London Fashion Week Collection for Spring Summer 2009. The designer is never afraid to take chances and create something completely different for the season. The lace looked light as air in the photos.Our writer on the ground in London, Aradia Crokett described his collection as:

“if for dessert, the last run of girls wore beautiful, simple dresses in an array of aqua blues, lemon yellows and candy pinks. Lovely!”

Read her entire review here

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Written By , on August 27, 2008

Aimee McWilliams

When I read this I said to myself, thank GOD!! Glasgow will finally be represented at London Fashion Week in a proper way. Ok, I may not have gone that far, but I do think that if a designer like Aimee McWilliams can come from a city like Glasgow, then there must be plenty of other talent coming from this city. To that end ‘Glasgow: Scotland With Style Design Collective’ is happening again at London Fashion Week. 8 designers from Glasgow including designer of the year award winner at last year’s Scottish Style Awards, Aimee McWilliams.

The project awards designers from Glasgow a chance at £90,000 and face time with buyers, investors and the press. Normally these designers wouldn’t get a chance at doing this because of the high costs associated with putting on a show, but this event allows them the opportunity to do just that. A recent member of the collective is award winning, popular designer Christopher Kane. A good chunk of the Papierdoll office I hear is rooting for Aimee McWilliams.

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