Katherine Ormerod, Editorial Director of Lyst, the luxury fashion e-commerce destination, shares her favourite sites.

Katherine Ormerod is Editorial Director at Lyst, a luxury fashion e-commerce destination. After completing her Master’s degree in Fashion History at the London College of Fashion, Katherine went on to spend a decade working on a range of national publications including Grazia, Sunday Times Style and Glamour magazine writing across print and digital channels. Aside from covering the international collections, interviewing countless A-listers and creative directors, Katherine’s CV also includes stints in trend forecasting and consultancy, with a speciality in helping brands create editorial content that connects at every touchpoint.

Follow Katherine on Instagram: @katherine_ormerod and Twitter: @katherine_orm.


KATHERINE'S FAVOURITE SITES

Lyst - Obviously! Whilst I’m biased, Lyst is where I begin every fashion search, because often I’m looking for obscure pieces. Like a lot of women, I’m searching pieces that I need to complete my wardrobe or specific outfits, rather than necessarily what’s ‘trending’ or what's on the catwalk. To have access to Lyst’s inventory of more than 3 million products means I don’t have trawl every fashion site to track down a great tan leather belt or a perfect backless silk vest. It just takes a lot of the legwork out.

onefinestay - I'm a complete travel junkie and spend just as much time researching my trips as actually going on them. Travel has been a huge part of my career and I’ve been lucky enough to stay in some of the world’s most incredible hotels over the years, which has made me a complete and utter snob. Sadly, my means don’t match my tastes, so I have to get creative when I’m planning my own holidays or looking to tack on some extra days to a work trip. AirBnB has been such a game changer, but I’m also a massive fan of onefinestay, which offers some truly beautiful properties. It’s a big fashion industry favourite, so don’t bother searching over fashion month, all the best places are long gone.

Violet Grey - Aside from curating some of the most beautiful content anywhere in the fashion/beauty/celebrity space, the beauty recommendations here are completely foolproof. Launched by Cassandra Huysentruyt Grey, the site’s tone of voice is both authoritative and relatable. If you want to know about what surgery you need, how to use to fix your winter skin or just bathe in the allure of Hollywood glamour, this is the place to come. Their bijoux store on Melrose, just next to Chloe is a treasure trove too.

The Reformation - Sustainability is the fashion industry buzzword right now; several department stores are launching brand pieces around environmental awareness in 2016 and sustainable capsules like H&M's Conscious collections are gaining more and more momentum. The Reformation brand has definitely been responsible for moving the needle in terms of perception of ‘eco-chic’. Their site doesn’t just have covetable dresses, jackets and jeans, but it connects with its audience incredibly well across the site, social and email. After being bombarded with perfection, what we are craving is authenticity. In brand terms, Ref is nailing it better than anyone I can think of.

Man Repeller - There’s long been a question around what will become of twenty-something bloggers as they grow out of their Levi cutoffs. Leandra Medine, aka Manrepeller, was one of the first voices on the block and has built an enduring brand around her attitude to style. Her site has evolved from a simple blog to now house multi-paced, multi-category editorial with seamless click through e-commerce functionality. It also makes me laugh on a daily basis.

Favourite App... Instagram - Saying anything else would be a total distortion of the reality of my app consumption. But I am also a massive fan of SignEasy, a great app if you have NDAs and contracts to sign regularly (and you don’t have a scanner) and I use Citymapper pretty much every day. Trying to beat the predicted time to get from A to B is one of my favourite ways to pass the commuting time.

2 December 2015