WWD Series: Thibaud Guyonnet
How is buying evolving in the age of phygital seasons and the metaverse?
I am not a fan of digital buying and I have been craving for physical appointments but the switch to digital buying has forced many brands to up their game in terms of digital showrooms, online lookbooks etc. And it was time!
When I started buying, 8 years ago, most of the brands had all the order sheets on paper. It was pages and pages of sketches and fabrics. We would have my luggage full of folders after Fashion Week. Once we were back in the office it was so difficult to remember the items after a month of travelling and the thousands of looks we saw.
On the other hand, t we almost only did buying online in the past two years and it was very hard for us to focus and create a selection without being in the showrooms and seeing and touching the items.
A good collaboration of the two is going to be the way to go.
How are you approaching buying this season, where physical appointments (and life) are back but much of the fashion process remains digital?
I was beyond excited for FW. I am in the middle of the fashion month, been in Florence for Pitti Uomo and Milan and will be in Paris for the next 8 days. It will actually be a very busy FW after almost 2 years of no showrooms.
Our schedule is packed and we are going to see a lot of new brands. Unfortunately, many brands had to cancel the physical appointments but we are confident it will be a very interesting season.
Tailoring vs. Streetwear: who could win the match this time?
I think it’s a tie game to be honest. Streetwear is now established and here to stay. It has made the fashion world more inclusive and democratic.
I do have to admit I am happy to see tailoring coming back, some romance was needed. A mix of both is hot though! That is how I buy for Voo Store and think it is a good marriage. There is enough space for both and to make everyone happy 😉
What menswear item is your personal must-have for the fall?
I do not shop often and really like to invest in pieces I love and will wear for years. I recently had a street style picture taken of me and the caption was “ A Carhartt jacket, a Prada Sweater and a Nike cap walk into bar.” That is my ideal wardrobe in a nutshell. Living in Germany has made me appreciate practicality but I do love to spice things up with some fluffy fashion items.