House Of Dreams

The Yoox Net-a-Porter Group pres­i­dent Ali­son Loeh­nis’s house is as el­e­gantly cu­rated as her wardrobe. By Lucy Half­head. Por­traits by Jer­maine Fran­cis. Styled by Tilly Wheat­ing.

Harper’s Bazaar (Malaysia) - - News -

Ali­son Loeh­nis, pres­i­dent of Yoox Net-a-Porter Group, learned the power of fash­ion from an early age. “I wore a strict school uni­form for 12 years, but at sports day I would go wild with leg warm­ers, my dad’s sweaters, and paint-splat­tered plas­tic ban­gles,” the New York­born dy­namo says when we meet at her five-bed­room house in west Lon­don. “Fash­ion was a way to ex­press my­self—I loved it be­cause it rep­re­sented the op­por­tu­nity for fun. The penny only dropped later that some­thing I was so pas­sion­ate about could also be my job.” To­day, im­mac­u­lately dressed in a Proenza Schouler T-shirt and Mother jeans, Loeh­nis is cel­e­brat­ing her 10th an­niver­sary on fash­ion’s front line, hav­ing joined the lux­ury e-com­merce site in 2007 as vice pres­i­dent of sales and mar­ket­ing. She played a piv­otal role in the launch of both TheOut­net.com in 2009 and MrPorter.com in 2011, the year she was ap­pointed pres­i­dent. “One thing that re­ally stands out is when we cel­e­brated our mil­lionth or­der,” she says. “To re­alise we had reached that many women around the globe ... it was pure elation.”

Loeh­nis stud­ied art his­tory at Brown Univer­sity and spent her sum­mers work­ing on the shop floor at Ralph Lau­ren in East Hamp­ton. “I was trained to within an inch of my life,” she says. “I learned about sell­ing, how the clothes were made, vis­ual mer­chan­dis­ing, you name it. You’re not sav­ing the world, but I just loved that you could make peo­ple feel bet­ter through clothes.” Af­ter grad­u­at­ing, she joined Saatchi & Saatchi on the Gen­eral Mills ce­re­als ac­count. Later, she worked at the pub­lish­ing com­pany Ha­chette Fili­pac­chi, then at Dis­ney, and at the height of the In­ter­net bub­ble, was sent to the Lon­don of­fices of a dig­i­tal startup called KPE.

It was here in Lon­don, hav­ing moved on to sales and mar­ket­ing for the LVMH brand Thomas Pink, that she met her hus­band Alexan­der, a part­ner at PR con­sul­tancy Mait­land. They got mar­ried in the Star­ret­tLe­high Build­ing, a strik­ing 1930s in­dus­trial ed­i­fice in New York (the bride wore a cream Monique Lhuil­lier dress and a pair of gold Mano­los). The cou­ple now have two chil­dren, 10-year-old Milo, and Tilly, 9, and share a love of pho­tog­ra­phy—their home is filled with works by artists such as Mal­ick Sidibé, Ed­ward Dims­dale, Saul Leiter, and Vi­vian Maier. Loeh­nis also has a pen­chant for mid-cen­tury and Dan­ish fur­ni­ture, which she sources from Philip Thomas and Lau­ritz; pat­terned wall­pa­per, in­clud­ing the Scala fab­ric in Tilly’s room, which is based on the one that adorned the iconic New York restau­rant Gino’s; and bed sheets from Sch­weitzer Fine Linens.

Her wardrobe re­veals a fond­ness for ATM T-shirts, knitwear from The Row, Olivia von Halle silk py­ja­mas, and fem­i­nine but struc­tured pieces from Chloé, Miu Miu, Prada, and Stella McCart­ney. “I ba­si­cally love Seven­ties style,” she says. “A cu­lotte, a blouse, I’m a sucker for Vic­to­ri­ana col­lars ... But I’m not a big plat­form wearer—I refuse to own shoes I can’t walk in.” She’s been brows­ing Net-a-Porter.com for her win­ter wardrobe and has her eye on a Saint Lau­rent tweed jacket, a So­nia Rykiel vel­vet dress, and Gian­vito Rossi slouch boots. “I’ve al­ways been on a quest to sell a prod­uct that I was gen­uinely, in­cred­i­bly ex­cited about, where I was also the cus­tomer,” she says. It seems that her wish has come true.

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Ali­son Loeh­nis in her gar­den Silk dress, Alexan­der Mc­Queen at Net-a-Porter.com

The kitchen and din­ing room Vin­tage prints in Milo’s bed­room

Silk and satin dress, Gabriela Hearst at Net-a-Porter. com. Suede an­kle boots, Alaïa.

by Hugo Guin­ness A Mal­ick Sidibé print in the din­ing room

Match­box Mon Amour

The sit­ting room

Wool jumper; and feather skirt, both from Prada at Net-a-Porter.com. Vel­vet san­dals, Alaïa.

The chil­dren’s bath­room

Loeh­nis’s bed­side ta­ble

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