Interview: Felicity Loughrey, Online Editor at Vogue

As I mentioned in my last post, I had the pleasure of interviewing Vogue.com.au's new Online Editor, Felicity Loughrey.

Why do you love shopping online?

You can do it at anytime. You can find exactly what you're after. And you can find brands that you might not be able to get so easily in your hometown..

What site functionality do you look for most on an online store?

There are lots of online bells and whistles but really I like big clear photos. And if the clothes and accessories are photographed on a real person, that's great too.

Our exchange rate is pumping at the moment, what do you think that means for Australia based online retailers, especially when their goods are available for less in The States for example?

I think Australian retailers have a lot to offer. They're local. Then can ship the next day. And they have first dibs on Australian designers.

What's your best tip for even the most seasoned online shoppers?

Read the returns policy!

Some people have a love/hate relationship with the disposability yet convienance of vertically integrated fast-fashion giants like Zara, ASOS and TopShop. What is your stance on the issue?

You're right, it is a vexed issue. Fast fashion is so democratic and yet over-consupmtion is terrible for the planet. We would say, buy what you love and buy quality when you can.

It was a pioneering moment when Google merged high-tech and high fashion with the launch of its new image recognition technology through Boutiques.com. What do you predict for the future of online shopping?

We agree LikeSense/GoogleGoggles is amazing. And I love when it's applied to personal style on Weardrobe. It's so genius. Facebook is also doing some really interesting online shopping portals. But I'd be hesitant to make any predictions. There's probably someone in the Google Beta Labs dreaming up something we haven't even thought of yet.

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Vogue Online Shopping Night

If you haven't heard about Vogue's Online Shopping Night (#VOSN for you guys on Twitter), then you really, really need to get across this asap. Like literally, right now.

VOSN just launched at 5pm today and I'm currently doing some major multitasking. I'm painting my nails, buying sports wear at 20% off from Lorna Jane, sucking down a sugar free Red Bull, budgeting for a Sass & Bide neck piece and getting ready for tonight's Westfield Stylist's Apprentice crowning.

The girls from Klick PR got in touch with me about doing coverage for VOSN. In return I received an early heads-up about tonight's amazing deals on offer (no less than a 30 page PDF document full of them to be precise), and had the chance to interview Vogue Australia's new Online Editor, Felicity Loughrey on her view of  online shopping. Check back soon for the interview.

So there are a few things you need to be doing right now....

Firstly, head over to the Vogue Facebook page where they're streaming live coverage from The Hub. At present, Kirstie Clements, the Sass & Bide girls, Camilla Freeman-Topper and Ruby Rose are all sipping on bubbles in advance to their exclusive live interviews. They might even be announcing more deals so you need to be tuned in while you shop.

Secondly, head here to view a full list of all the retailers involved and what they've got on offer. 

Next, take a minute to assemble a plan of attack; what deals you're going to hit first, what goodies you want to score for free and what your budget-to-value ratio is. Some of the offers are on time restrictions so you have to be quick. 

Tweet your purchases using the #VOSN hashtag and follow Vogue's official VOSN twitter list, featuring yours truly.

Lastly, go grab a glass of wine, put on those PJs and apologise to your credit card/s in advance.

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Rosé

 clockwise from top left: Luv AJ tall cut-out ring in copper ox;  Holly Fulton gold and beige pony skin cuff; Maria Francesca Pepe Amor Los Une double knuckle ring; Michael Kors rose gold watch; Maison Martin Margiela cuff; Sass and Bide Tu Me Manques bracelet; Eddie Borgo inverted pyramid ring.

images: net-a-porter, sass and bide, polyvore

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Happy Winter

A day late, I know. But here's a little winter editorial from Contributor Magazine to get us ready for the start of the season.

If not for the beautiful colour pallet, it's the fur that reeled me in.

Mmmmm. Furrrrrr.

images: fashion gone rogue
edits by me

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The Stylist's Apprentice: Brisbane

If you follow me on Twitter you may have seen my tweet about the mysterious box waiting for me on my desk at work last week. A brown paper box wrapped in red and white candy-cane string with a powder blue swing tag addressed to me had me instantly pouring over what it could be and who it could be from. I carefully opened it to find the cutest invite on earth!*

I told you it was cute! Swoon!

Turns out I've been invited to the crowning of the Westfield Stylist's Apprentice at a cute new restaurant/bar I've actually been meaning to check out!

I haven't RSVP'd because I really shouldn't be leaving the house or even my desk as my final week of uni ever fast approaches, but maybe if some other Brisbane bloggers can twist my arm I might just make a stylish exception.

So the question begs, who else is heading along? Would love to meet/meet up!

*This invite was especially adorable after pouring through millions of  RAFW invites at the start of May. Some were cutting edge (Dion Lee), beautiful (Camilla and Marc) and others were a little bit... wannabe? (Won't name names). However this invite definitely takes the cake for cute appeal.

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Lavender

images: knight cat, lula magazine, cobra snake, weheartit, russh magazine, style.com

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Mona Sharf

Mona Sharf first caught my attention when her name was printed along side the words "PR" in an article on Fashion Week Daily last year. It was about her career move from her role as PR Manager at Louis Vuitton that she held for over three and a half years. That's a lot of Louis. Prior to that, she was PR Manager at Coach and earlier handled communications at Tod's.

I'll just give you a moment to divulge the awesomeness of all that...

As a girl graduating with a degree in PR and fashion in just over three weeks time (June 10th, but who's counting?) I've totally submerged myself in everything fashion/PR related be it assignments, blogs, articles, porftolio preparation or last night's pizza and wine-fueled resume building session with my friend. I figure it would be time appropriate to blog a serious of inspirational, stylish women in covetable PR positions with equally covetable wardrobes. 

So without further adieu, I give you Mona Sharf: Director of Communications & Celebrity at Theory (my current label crush) and Helmut Lang, New York. She oversees all placement, editorial and celebrity dressing, likes striped sweaters, denim cut offs and owns the studded Miu Miu brogues I constantly froth over at work.

 See the rest at The Coveteur

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Now Accepting Donations: Inquire Within

For the past three weeks, every time I go into work I slip this bad boy on and the other PR staffer Torah and I have a major swoon sesh, convincing ourselves that we need it in our lifes. Out comes the calculator, the budget book and the list of pro's and con's. The con's of course, are along the lines of "it would be a CON if it weren't in my life"...

I'm considering lay-bying this bad boy for self-21st birthday present (which is coming up in July). I don't like jewellery, I don't want a car, I don't want some party dress I'll wear only once, and I'm obsessed with fur. So it makes sense...right?


Though it wouldn't be just a birthday present, it would be a graduation present, a commemoration to my big move and a pat on the back for my general goal kicking over the past few years.

Somebody tell me this is a good move.

 Camilla and Marc Blacktail Fur image via Oyster Magazine

PS. Torah, if you're reading this: I still shot-gun the size 8. Love always, Thun Luzzy.xox

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Lust List: Mochila Inspired

There's something so raw and exposed about Mochila bags (or backpacks if you translate), like you can feel every stitch, every weave, every emotion that has gone into each one. My obsession with these bags also stems into leather work. Tassels, embroidery, embossing and thatch work are all on my lust list at the moment. I'm still waiting to find a bag that combines all of the above. An eclectic mish-mash owned by a half-Aztec-half-Columbian bare-backing cowgirl gypsy queen.

Show me your favourites in the comments.

images: vogue.com, tuula vintage, oracle fox, fashion canvas, wendy nichol, polyvore, 5inchandup

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This is not RAFW coverage

This is just some ridic colour blocking brought to you by the mind-blowers over at Oyster. I have hunch that they're on to something. Soz to disappoint. Once again I don't have time to be updating this year's round of Spring Summer 2011 RAFW shows thanks to some hectic mid semesters - though if something totally bowls me over I might make an exception.

Did you know that nothing rhymes with "orange"?

images: Oyster Magazine

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