iStyle: My-wardrobe’s capital idea

The online retailer’s new fashion director is celebrating the rising stars of London Fashion Week with a curated collection, says Rebecca Gonsalves

London loves: model wears: shirt dress £459, skirt £432, both Ostwald Helgason; my-wardrobe.com

Trends in fashion don’t just refer to what you see on the catwalks and, later, in stores. In fact there is currently a vogue for names long associated with the editorial side of the industry to cross over into commercial territory. Translated from industry-speak that means moving from established publications to retail brands.

Carmen Borgonovo made the move from Harper’s Bazaar, where she was senior fashion editor, to online store my-wardrobe.com, taking up the role of fashion director earlier this year. Now, after a few months to settle in to the top job, Borgonovo’s vision for the site is starting to show through in its new-season launches.

“My resumé isn’t necessarily one of a typical buyer,” admits Borgonovo, “but I think my experience brings a fresh point of view. My intention has been to bring a more refined, focused edit to the site and create a real point of interest.

“After a career in magazines, I found myself increasingly curious to learn more about the commercial side of fashion and in particular the developments that digital fashion has made in the last few years. My-wardrobe presented a new challenge for me which I love: we’re small and therefore more agile than other online retailers and can really focus on our designers and emerging brands.”

As such, to celebrate the arrival of the first buy fully overseen by Borgonovo, the retailer has launched London Lab, a way to introduce the new season and champion the “renaissance of creativity” among designers choosing to show at London Fashion Week and allowing the “spotlight to return to our capital”.

Balancing out the more well-known names, such as Richard Nicoll, JW Anderson and Meadham Kirchhoff, featured in the project are up-and-comers Lucas Nascimento, Ostwald Helgason and Peridot London – each chosen by Borgonovo to bring something new, exciting and individual to the mix.