By  on November 14, 2017

LONDON — Net-a-porter has been rethinking the way it approaches its seasonal buys and shifting its attention away from the traditional fashion calendar and ephemeral trends, toward ideas that have been unfolding over several seasons, items that have social media mileage and buzzy new names in the contemporary market.

“The idea that each season we present the woman with a new vision of who she is going to be, is simply outdated for us,” said Lisa Aiken, the company’s retail fashion director, explaining that while the Net customer is always on the hunt for newness, she also has an intimate knowledge of her personal style and isn’t looking for radical shifts.

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