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I think what we do exceptionally well is have a very strong edit to our product," says Rao.

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The driving force behind it all is Herbert Hoffmann, who gives the concept and the details of the shop an unmistakable soul.

Laura Maria Wulff has been at his side for some time and enhances the buying team (attentive readers will already know her from our is putting the spotlight on inspirational personalities who can help themselves to finds from the current collection during the photo shoot.

Many pieces are available in-store only and are exclusive to the retailer.

"We've made this expansion portion of it feel quite intimate," says Rao.

YFW day three was completely packed with shows, but I was so inspired by all of the designers and the collections for Spring and Summer 2018.

I got to see a few more shows and presentation than I did on day two.

We don't try to be everything to everyone." In addition, about 40 percent of the product sold in boutiques and online is exclusive to Intermix, and Rao says a less ubiquitous product assortment has helped Intermix rely less on sales.

"Promotions are a part of our retail lives today...

I definitely can see myself in some of these pieces come Spring, for sure. NYFW Day 3 / Look 2: Top: Milly | Bottom: Milly | Shoes: Ash | Bag: Dior | Earrings: Balenciaga I have always been a fan of Milly’s classic but modern and feminine silhouette so it was quite fitting that I was wearing her pieces to the show. The Nicole Miller SS18 show/presentation was such a creative show. NYFW Day 3 / Look 3: Dress: Three Floor | Shoes: Alice and Olivia | Bag: Proenza Schouler PS11 | Earrings: Balenciaga Working with Stella Artois this past year has been an amazing opportunity, and I was so honored to be their guest at the Harper’s BAZAAR’s Icons party at the Plaza Hotel.

I loved the movement of my top and the sleeve so much! I loved the mashup between runway and presentation. The theme was ‘Rock and Roll Black Tie’ so I went with a lace off the shoulder dress with velvet platform shoes and metallic accessories.

we just do far less than many of our competitors do," she says.

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