Natalie Bulmer, Features Editor at my-wardrobe.com
Launched in 2006 by founder Sarah Curran, my-wardrobe.com offers its global customer a beautifully simplified lifestyle shopping edit.
From wardrobe staples to investment pieces and a pick of progressive fashion brands, it exemplifies the unstoppable force that is successful e-commerce.
Impeccable modern brand coverage and knowledge of the customers needs is key to that success. Expert buyers, led by Harper’s Bazaar Senior Fashion Editor Carmen Borgonovo, travel the world sourcing and curating the sites shoppable, seasonal content.
This means highlights from Acne, Carven and Jonathan Saunders can be purchased alongside Layla gold headphones, classic coffee table Tachen books and holographic strap heels from hot new shoe label, Aperlai Paris.
To harness thinking behind the product, editorial content allows the site to educate and inspire the customer. Quite simply, fashion features, video updates and style advice from buyers and industry insiders are part of the daily creative offering that personifies the brand. This is the focus of the Features Editor of my-wardrobe, Natalie Bulmer.
All this, coupled together with constant updates across social media platforms, staying open to new technological developments and the growth of shopping and information consumption for mobile. The intelligent, reactive team must surely never sleep?!
Le Blow catches up with Natalie to talk celebrity, style and her next season must-haves…
Features Editor of my-wardrobe is a great job title – but what does your average day look like?
My average day can be anything from writing features and email copy to proof reading and editing my team’s work. I also have to set aside time to talk to the team and brain storm for future inspirational content.
What did you want to be when you grew up? Did you always love fashion?
I wanted to be many things including a seismologist and volcanologist! I’ve always been interested in writing, the arts, and fashion in particular, so those passions are really what led me here.
What trends and labels are you excited about at the moment for my-wardrobe?
I’m a Spring/Summer girl at heart and I’m loving all the print clashing. Mary Katrantzou’s collaboration with CURRENT/ELIOTT is stand out. She’s a designer I admire greatly.
Why do you think the my-wardrobe has been so successful? Did Channel 4’s The Intern result in a bigger buzz than ever?
It’s a labour of love and everyone has worked hard to make it successful. The Intern was a really exciting time and it’s nice that the brand name was put out there.
How important is the value of celebrity for the brand?
It’s always lovely to hear of and see celebrities wearing my-wardrobe pieces but we don’t aspire to be affiliated with that world, particularly.
What’s been your career highlight so far?
Moving to London with the company and being promoted to Features Editor was a great point in my career.
Is there a my-wardrobe ‘uniform’? Does everyone stalk the office head-to-toe Burberry?
Absolutely not. My-wardrobe really isn’t a stylistically dictatorial environment at all. Everyone does their own thing and that’s what I love about it!
How does my-wardobe differentiate between ‘fashion’ and ‘style’?
There’s always an emphasis on trends as we’re an online boutique but style transcends trends and that’s something that’s inherent.
Style tips for AW13? What does my-wardrobe have in store?
We have a fabulously curated edit coming up for next season and I can’t wait for the grunge and punk inspired looks. I’m looking forward to the ubiquity of tartan and checks, it takes me back to the mid ’90s; and of course, I mean that in a good way!
SHOP: my-wardrobe.com
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