Alison Loehnis still remembers when she became aware of how her personal style impacted the way she was perceived at work. For her first job at British ad agency Saatchi & Saatchi, she purchased two skirt suits by Parisian brand Agnès B. At the company holiday party, Loehnis says, “I got totally made fun of for my tiny skirts.”
Now the Ad Interim CEO and President of YOOX NET-A-PORTER, the world’s leading online luxury and fashion retailer, it’s safe to say her style has evolved. But her philosophy on fashion remains unchanged. At a recent Chief event at the New York City clubhouse on the power of presence and navigating leadership in style, Loehnis explained how her clothes aren’t armor — but a blade. “For me, power dressing is how you feel in something,” she said. “There are always going to be things in your closet that make you feel strong when you put it on.”
As for those skirts? “By the way, I didn't change a thing.”
That inclination to trust her instincts has become her hallmark, not just when it comes to sartorial choices, but also in the decisions she’s made over the course of her career. After Satchi, Loehnis worked as a creative executive at Disney and in marketing at Thomas Pink. That breadth of experience paid off at NET-A-PORTER, where she came on board in 2007 and has been instrumental in rolling out some of the company’s major endeavors, including the launch of THE OUTNET in 2009 and MR PORTER in 2011.
As one of today’s most influential global leaders in luxury fashion, Loehnis is frequently tapped for style advice from other executive women, who come to NET-A-PORTER to purchase the Valentino pumps and Burberry blouses that empower them to look and feel their best during their biggest meetings. (She’s no stranger to suiting up herself, opting for a tailored blazer when she’s presenting to the company’s board.) At the Chief event, the polished exec shared her top advice.
On Taking Risks
As someone who jumped from advertising to marketing to fashion, Loehnis is clearly a fan of taking calculated risks — and that goes for fashion, too. “I think one of the wonderful things about the time we're going through now is that so many rules have been thrown out the window,” she said. “I think there's an ease that's been brought into workwear.”
Of course, that’s not true for every office or industry, and Loehnis says the most common question she gets from women executives is, “Can I wear X? Is it okay to wear Y?”
“For the most part, if you work in an industry or in an office that's very prescriptive in terms of wardrobe, while that's limiting, in a way, it makes it easier because you know what you can and can't get away with,” she noted. “That said, those types of businesses are far and few between these days. The advice I would always offer is, it's important to look polished and I think it's visible when you feel good in what you're wearing. And of course, always wear shoes you can walk in.”
On Executive Presence
Though Loehnis loves a blazer, long gone are the days when women needed to emulate men to earn a seat at the table. “When I think back on meetings that I've done, which have been very male dominated, I tend to dress even more feminine,” she recalled. “In terms of commanding a room, being comfortable in your own skin, being comfortable in what you're wearing (which doesn't mean you have to wear comfortable, casual clothes), but just feeling good in what you've got on is very important.”
That’s because Loehnis believes first impressions, though they can be overcome or built upon, are crucial. “Whether you like it or not, people’s first impression of you is what they see — how you hold yourself, what is your posture like, are you smiling, are you looking them in the eye?”
One of the easiest ways to make an immediate impact? Invest in a quality coat, she recommended. “Never underestimate the power of a coat, because this time of year it is the first thing anyone sees on you, and also the last thing anyone sees on you.”
On Authenticity
For women leaders who are struggling to strike a balance between staid and stylish, Loehnis always comes back to her biggest piece of fashion advice, which is to wear things that feel good. “At a certain stage in your life, you know the styles that suit you, things you enjoy wearing and things you feel strong and commanding in — those should be your go-tos.”
As for incorporating trends, she suggested starting small. If, for example, you’ve always worn tailored looks but want to try some of today’s popular oversized silhouettes, start with a coat before buying an entirely new wardrobe.
Essentially, always be authentic to yourself. “Even if you're working with a sales associate or a stylist, you know what you like,” she said. “And while you should, of course, be open to new ideas, don't let someone tell you what to wear if that doesn't feel like you.”
