Apr 18, 2018 | By Sandra Halliday
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Dec 04, 2014
As part of our #happygifing countdown to the holidays, we’ve got an exclusive #insidewgsn interview with our director of denim and youth, Amy Leverton.
Amy is responsible for all things youth culture, whether that be covering global music events, analysing street style or spotting influential denim trends.
Can you tell us a bit about your role as director of denim and youth?
By heading up denim and youth I think I have the most fun job in the company! We analyse festival street style, emerging musicians, cultural influencers and ‘It guys/ girls’ as well as keeping an eye on the freshest young brands and designers to emerge on the scene. We have a great team here who really live and breath youth and denim, so every day you discover something new and share inspiration. This could be a shot from a new brand, a new music video or a first-hand story about a great gig someone went to last night.
How does it work in the industry in terms of when designers start planning for what’s in store now?We’re working on A/W 16/17, which seems like a long way off but time really does fly in this industry. However, not all brands work particularly far ahead. Most of the youth market is dominated by fast fashion brands and their quick reaction times mean we can drop very close to season trend alerts. So we could see something emerging at a music festival in Seoul and a few weeks later its hitting the stores. So to answer your question, we work on multiple seasons from 2 years to 6 weeks. You have to think about trends in terms of a timeline and make sure you’re getting the timing right for your clients
What do you recommend as the perfect denim holiday gift?
For me?!?! Haha, well I always have a million things on my denim shopping list! People are going nuts for denim cuddly toys at the moment and Japanese ultra-brand, Kapital have just launched a range of Boro patchwork bears for Christmas. I was lucky enough to be in Tokyo a couple of weeks ago and see them in person, they’re beautiful. I am also obsessed with an amazing designer called Maison Indigo in the Netherlands who takes old denim jeans and creates these beautiful denim animals with them.
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