EXPECT a more refined, grown-up look from my-wardrobe.com this autumn/winter 2013-14. New fashion director, former Harpers Bazaarsenior fashion editor Carmen Borgonovo, has been busy overhauling the online fashion emporium's offering for the new season and we can confirm that it'll definitely be worth the wait.
"I knew I wanted to streamline it, clean it up and give it a better edit," she said. "I wanted to make it more on-trend, reflecting what's happening on the runways while still being commercial. Everything makes more sense now. It's a curated, clear vision of who we are - fashionable, stylish and also wearable.
Borgonovo joined the company in January this year, after having worked in magazines for 20 years, because of her curiosity to learn more about online businesses and their increasing influence in fashion. She had a clear vision of what she wanted to do with the firm before she started her role, getting rid of 30 brands to make way for 74 new labels - including Antipodium, Cecile and Elena Ghisellini, a handbag label helmed by the Givenchy leather collections designer of the same name.
"I had to make some changes," she said. "There were some labels that I really liked that weren't sold on my-wardrobe that I thought would be perfect like Blk Denim, Each Other, Bash, Studio Nicholson - incredible collections that are on-trend and fashionable. It was logical to create an intelligent edit of higher-price points, but for them also to be basic staples - that's how every woman dresses. You mix and match. That's what was missing - an edit of both worlds. Not everybody dresses in designer. There's a lot of contemporary talent out there that sell at affordable prices."
The firm's new vision is definitely more high-end, although without alienating its existing customers. In fact, Borgonovo believes that its inviting, friendly reputation will help mark it out in an already very saturated online fashion market.
"I don't compare ourselves to other companies," she said. "Net-A-Porteris so large that there's no point and Matches is different because it's a store. Because we're smaller, we can offer a curated edit and that's where we're different. Because we came from accessible luxury and now we're changing it slightly, when we do invest in more expensive pieces we really think about it. It's very considered. This season was a labour of love. I went to every single appointment and see everything before I made my decisions - everything served a purpose or filled a gap in the product offering. There is also a real focus on quality - irrelevant of the price points."
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