Holli Rogers has one of those dream jobs — fashion director of Net-a-Porter.com — and while that does mean that she has a better wardrobe than most of us, it also means that she gets to hand-select the next wave of talent and the trends that we'll all be wearing come next season. The 10-year veteran of the luxury ecommerce site sat down with POPSUGAR to discuss everything from finding the next big thing to tackling Fashion Week wardrobes in the snow. Click through to read more from the Texas native, London local.
POPSUGAR: What does it mean to you to be able to nurture young talent and give them a platform to find new customers?
Holli Rogers: It's probably one of the best parts of our jobs, to be honest. It's great to recognize talent that you will then be able to retail, because at the end of the day we're here to sell product while nurturing it and giving exposure. We've heard story after story from people about how as soon as they get on our site their phone just doesn't stop ringing. That makes us feel really good about what we're doing . . . when we see that a brand we really believe in flourishes.
PS: Can you think of a few examples of young talent you nurtured?
HR: Gianvito Rossi is one that's exploding and we haven't had him for too long, and we just got him in the early stages from the shoe front . . . We're in the very early stages of incubation with Esteban Cortazar. This next season we'll be the sole online distributor! But I think Carven is probably one that really comes to mind. We were in there straight away. Phillip Lim, we were with very early on — it's great to see that they're able to keep up with it because that can be tricky.
PS: How do you decide what trends are the right ones for your customers?
HR: Instinct. You learn what your customer likes, but part of our job is to educate the consumer about what she needs and what she doesn't really need. We talk to that early adopter . . . It's always very important for me to be the people who are the first to introduce you to something. An old example: Balmain did the harem pants years ago and people said "Oh no, the customer isn't going to go there." But I knew . . . it's really expensive, but it doesn't matter. There's so much emotion involved in the process of shopping that you can't take that out of the equation.
PS: What are your key pieces for Fall?
HR: I love Tabitha Simmons's shoe collection. They're gorgeous. Of course, the little ankle boots with straps on them are great . . . There's also some beautiful heels that are water snake, with crystal embellishment on the toes.
PS: Any coats?
HR: Of course. I really liked some of the Stella McCartney options on the runway.
PS: Are you going to wear them that oversized?
HR: I can't. I'm too small . . . There's a girl that works on our editorial team and she's just the right stature to pull off an oversized coat. For me, the coat is gorgeous, but you want to wear the proper size. For oversized, I like a cocoon shape like that Saint Laurent duffel coat. That's what I look for: coats that you can wear all the time. It works with just about anything.
PS: Speaking of Winter, how did you deal with the blizzard at Fall 2013 Fashion Week?
HR: I remember getting to the Victoria Beckham show and there were giant banks of snow. My flight was canceled so I arrived later than expected, and I was like, "I've got my Gianvito Rossi pumps on and they're sparkly and I'm going to continue wearing them!"