10 JULY 2013 | MUSES

As the Managing Director of Net-a-porter.com, Alison Loehnis is the woman in charge of satisfying the needs of millions of global shoppers on a daily basis. Sitting at the helm of the  luxury e-tailer’s enormous London office, her job is to steer the ship that is generally known to be the benchmark in online shopping. Via stints at Saatchi and Saatchi and London’s Thomas Pink, American born Loehnis arrived at Net-a-porter.com as the Vice President of Sales and Marketing in 2007 before being named Managing director in 2011, when Natalie Massenet moved over to take charge of the Group (comprising of men’s site Mr Porter and Net’s discount sister www.theoutnet.com as well.)

Today, that role involves being involved in everything from worldwide advertising campaigns to global public relations, strategic partnerships to personal shopping, visual merchandising to customer service, creative and editorial, as well as taking responsibility of buying, finance, operations, IT, mobile and publishing. Long a friend of Kotur, she is also highly amusing, extremely focused and – just as you would expect – always completely, impeccably dressed. Here she answers Kotur’s Muse questions.

Kotur Muse Questionnaire

KOTUR: What’s in your make-up bag?

Alison Loehnis: Le Metier De Beautè’s Precision Liquid Eyeliner because it has true staying power, Kevyn Aucoin’s The Eye Pencil Primatif, Chantecaille’s Faux Cils Longest Lash Mascara for super long, natural looking lashes and By Terry Touché Veloutee Highlighting Concealer Brush and By Terry Light-Expert Perfecting Foundation Brush (the ultimate concealer and foundation)

K: Do you have a favorite purse or bag?

A: My Kotur Breen matte and glossed-snake box clutch

K: Name your desert island essentials?

A: Family, good food, a great book and a great place to swim.

K: Do you have a beauty secret?

A: Not particularly. I am always open to trying new products as I love discovering new things. I always stick to the same scent though, Carnal Flower by Frederic Malle

K: How would your female friends describe your style?

A: A variation on several themes

K: What’s the most treasured item in your wardrobe?

A: A Saint Laurent biker jacket

K: Is there anything in your wardrobe you should get rid of but can’t?

A: I’m great at getting rid of things although I am sentimental so I will hang onto things that have meaning, or keep them for my daughter. They have to have a particular personal value attached to them, but I don’t become fetishistic about it.

K: What do you never leave home without?

A: Perfume and black eyeliner

K: Hot date night with your husband, what do you wear?

A: Depends on what we are doing – always in heels though

K: When home alone, what do you wear?

A: I always opt for comfort – so a great fleece, or cashmere sweater and leggings

K: What do you wear to bed?

A: Men’s pyjamas

K: You’re the fashion police for a day, what do you ban?

A: Shoes that women can’t walk in

K: How old is too old for a mini?

A: You’re never too old for a mini if you have great legs

K: Have you ever worn anything you are now embarrassed by?

A: I would like to fast forward through the 1980’s!

K: Have you ever worn anything you now regret?

A: Possibly some Levi’s I wore at university that had patch work all over them which at the time I thought was really cool. I also remember a sweatshirt with a with a detachable shoulder pad.

K: How high is too high a heel?

A: Anything you can’t walk in

K: How old is too old for jeans?

A: No such thing

K: If you could live in any other time for its fashion, what would you choose?

A: The 1920’s, I love a drop waist

K: What is your most recent purchase?

A: A pair of Valentino leather studded shoes with a sparkle

K: What quality do you most admire in a person?

A: Loyalty, honesty and kindness

K: Can you judge a book by its cover?

A: You shouldn’t but sometimes it’s tempting

K: What’s your greatest extravagance?

A: Clothes

K: What are your guilty pleasures?

A: I’m not telling you

K: Do you have a cheap thrill?

A: I love a good old mini-series

K: What’s the best advice you’ve ever been given?

A: Treat other as you would like to be treated yourself

K: What’s your idea of a great holiday?

A: Surrounded by the people I love, with lots of sunshine and limited physical activities

K: What are you most proud of?

A: My family

K: What’s your pure bliss?

A: Unfettered time

K: What would you eat for your last supper?

A: Sushi

K: If you could meet someone from history who would it be?

A: Cleopatra

K: Yes or no to a nip and a tuck?

A: Thoroughly subjective – will have to see

K: What part of your body would you like to change?

A: I’m pretty happy in my own skin

K: What would you like to achieve before you die?

A: As much happiness as possible

K: How would you like to be remembered?

A: Funny, kind and great company

Thank you Alison Loehnis!