WGSN HQ: Meet Womenswear Associate Editor Laura Yiannakou

Laura, who just flew back from Copenhagen is about to pack her travel diary full for the next few months with trips to Paris, Brazil and more. As a result this is a Day in the Life blog post with a difference, written partly from her Airbnb in Copenhagen, part on the plane home and part in the office. For someone who interned for really dynamic, progressive brands at the beginning of her career – Tank Magazine, Ann Sofie Back and The Rodnik Band to name a few and then trained in womenswear design, ending up at WGSN where she gets to bring her two passions-writing and designing -together this is pretty much a dream role.

Here’s Laura in her own words, on her role:


7am: My alarm goes off in my little Danish apartment. I like to stay in an AirBnb joint if I’m visiting a city to get a real feel for how the locals live, and in Copenhagen the interiors are so inspiring. I have a little scroll through Instagram to see what’s been posted overnight (ok maybe not little– I’m a fully fledged Insta addict) – and check my emails.


I grab my camera, business cards and lippy and I’m out of the door and enjoying a short morning stroll to the trade show, trying to block out all the beautifully stylish seven-foot blonde Danes (I’m four-feet-eleven and half Greek with long brown hair, so I definitely don’t get mistaken for your typical local!)


11.45am: I’ve had a successful morning and I’ve walked though nearly three entire trade shows in three days and met hundreds of brands, time for a caffeine refuel! I think it’s really important as an editor to give a live, personal glimpse of what you’re being inspired by, so I post a couple of images on Instagram of some standout brands I’ve met that morning, before getting back to the stands.


12.30pm: I always enjoy meeting genuine brand representatives, who are passionate about what they do and really want to share the story with you. I came across this fantastic brand called Yaya, who are – in their words – “a pure Dutch brand designed for positive people”. No haters – I like them already! This amazing moodboard was installed as part of their stand – they hand-sourced all the objects from flea markets before arranging them manually. Beautiful, original and personal, I thought.

1.30pm: time for lunch, and being a passionate foodie I’ve already planned to visit some hotspots. I’m a big fan of the WGSN City by City guides and Wallpaper Travel. I treat myself to some antipasti at Mother – a fun and no-frills Italian pizza joint in Copenhagen’s trendy meatpacking district (similar vibes to Hackney) and jot down in my iPhone some key trends I’ve seen that morning across the brands – colour, items, prints, details etc.

2.15pm – I get home and upload the hundreds of images I’ve taken that morning. These will include key items from the collections and atmospheric shots of the show. Lookbooks also look great visually in the report, so it’s key I try to obtain as many as possible to make the pages lively and inspirational.

3.30pm_2 3.30pm

3.30pm: I’m jumping on the train to one of my favourite places ever – Louisiana Museum of Modern Art. If you are planning a trip to Copenhagen, it’s an absolute must-see. A scenic half-hour train journey takes you out to the suburbs, and you’ll think you’ve made a mistake until you spot the stunning late 1950’s minimalist building, perching calmly on the cliff’s edge.

“It’s imperative as a trends editor to base our research on far more than just apparel”

Trends can stem from movements in art, politics, culture, design… So to enrich our report offering, we really like to dig deeper and feature things from all over.

5.15pm:  I jump on the flight home and use the time to design a cool collage of inspiration to share back in the office. In our London office, a collective of the editors partake in our Creative Social – a monthly event I host with the colour editor, which is essentially a “beers and ideas” session of inspiring things we’re seeing. This then gets worked into our Social Selects Insider posts – make sure you check them out here…

9.30pm: I get back to my flat and check some more emails. We have a womenswear assistant based in Shanghai who I work closely with – she’s really talented and is teaching me an awful lot about the Chinese womenswear market, so I’ll check if she has sent anything through that needs my attention or contribution. I’ll also make some final trend notes, ready for me to start prepping the report the next day.


8.30am (the next day)- I’m in the office nice and early to liaise with my colleague and fellow Womenswear partner in crime Robbie who works in the WGSN Barcelona office. Because of the one-hour time difference I like to catch him early for a quick Skype call. Then I check in with the Catwalks team to see if they need any assistance filming the trend round up videos, if they say yes, I pop on my signature red lippy and head off to film.


Like what you read? Our team at WGSN are experts in their field, reporting on current and future trends from key womenswear shapes to how data is influencing retail. Join WGSN.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.