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STYLE | 09.10.2017

Allude Around the World: Interview with Elke-Cecilia Riehl, Head Buyer of Lodenfrey

If you’re looking for a department store in Munich that is equally popular with tourists and longtime locals, Lodenfrey is a sure bet. Ever since it first opened in 1842, the fashion house has been attracting customers with its traditional charm while still keeping up with the times. In addition to traditional costumes you’ll find trendy runway looks here from labels around the world. Naturally, the smart Munich-based label Allude is among them, for which, among other things, Elke-Cecilia Riehl is responsible. In an interview with Allude the head buyer at Lodenfrey revealed what moves and inspires her when she’s not busy looking for new goodies for the store.

How would you describe your typical customer?
We don’t really have a “typical” customer, because we have, on the one hand, many regular customers. Those customers are very quality- and fashion-conscious and have a strong relationship with our store. Many of them already came to Lodenfrey when they were little, together with their parents, and now they keep up this tradition with their own children. On the other hand, we also have many international guests, from many different countries, who are also very fashion-conscious and expect a high level of service.

A fashion trend that is absolutely HOT in Munich right now?
Munich has never been so colourful!

What do you like best about Allude and its clothes?
I really like Allude’s timeless elegance, which is reinvented time and again. But I also appreciate the consistency of Allude’s basics, which never go out of style but still never look boring; on the contrary, they are inspiring each time anew.

The best thing about being head buyer?
What I love best about my job is to share and develop the Lodenfrey vision together with my team of buyers and to decide each season anew which products, events and pop-ups we will curate especially for our customers.

The first thing you do in the morning?
Meditation, coffee, porridge, language course.

What are the most fascinating trends in fashion right now?
The combination of different patterns and colours.

How would you describe your own style?
Clean chic.

You have only 5 minutes to get ready: what outfit do you choose? 
Wide black pants, a turtleneck sweater, a smoking jacket and sneakers.

How did you initially come across Allude?
As a student I fell in love with a cashmere v-neck sweater. Unfortunately I couldn’t really afford it at the time. But after I earned some money during the semester break, the first thing I did was going straight to the boutique to buy the sweater.

How do you define happiness?
Waking up healthy in the morning, having a job I love and which makes me happy and to be surrounded by people who enrich my life.

A fashion piece you can’t do without?
My black cashmere turtleneck sweater.

The funniest thing that has happened in your career?
When I met fashion designer Donna Karan at a lounge and she told me that she likes my style, and I was wearing DKNY.

Online or offline: How do you like to shop?
I like both.

A place in Germany you love or would like to visit?
I love the Außenalster lake in Hamburg.