ALI­SON LOEH­NIS

The Yoox Net-a-Porter Pres­i­dent’s house is as el­e­gantly cu­rated as her closet

Harper's Bazaar (Singapore) - - THE CULTURE -

Ali­son Loeh­nis, the Pres­i­dent of the Yoox Neta-Porter Group, learnt the power of fash­ion from an early age.“I wore a strict 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 10-year 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 The Out­net in 2009 and Mr Porter 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 lear nt about selling, how the clothes were made, vis­ual mer­chan­dis­ing, you name it.You’re not sav­ing the world, but I just loved this idea 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 start-up called KPE.

It was here in Lon­don, hav­ing moved on to sales and mar­ket­ing for the LVMH brand Pink, that she met her hus­band Alexan­der, a part­ner at the PR com­pany Mait­land.They got mar­ried in the Starrett-Le­high 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-yearold Milo, and Tilly, nine, 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 mid­cen­tury and Dan­ish fur­ni­ture, which she sources from Phillip 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 bed­sheets 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 ’70s style,” she says.“A cu­lotte, a blouse, I’m a sucker for a Vic­to­rian col­lar... But I’m not a big plat­form wearer—I refuse to own shoes I can’t walk in.” Nat­u­rally, she’s been brows­ing Net-a-Porter for her fall/win­ter wardrobe. “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. ■

Clock­wise from left: A Mal­ick Sidibé print in the din­ing room. The kitchen and din­ing room. Gold mir­rors in in­ter­est­ing shapes add a sense of eclec­ti­cism. Loeh­nis in a Gabriela Hearst dress. The sit­ting room is plush and in­ti­mate at the same time. OP­PO­SITE: Loeh­nis in her gar­den

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