autumn beno-morris

My career in the fashion industry has been driven by a true love for merchandising, design, and product development. Creativity is at the heart of what I do, and I’m always on the lookout for trends and forecasts to help build a stronger, more profitable business. Along the way, I’ve had the opportunity to build fantastic retail partnerships and nurture a culture of ongoing improvement. It’s been amazing to see how our collaboration has allowed us to exceed market expectations and establish our brand as a key player in the apparel industry.

I’m proud to say that I’ve been able to grow every business I’ve been a part of, all while pushing myself to stay at the top of my game. Along the way, I’ve built fantastic retail partnerships and fostered a culture of continuous improvement. It’s been so rewarding to see how our teamwork has allowed us to exceed market expectations and carve out a spot as a key player in the apparel world.

One of the things I’m most passionate about is our commitment to sustainable fashion. We strive to create products that not only set trends but also reflect our dedication to protecting our planet. Mentoring our talented team of designers has been a highlight of my career—there’s nothing better than nurturing creativity and finding fun, new ways to make retail an enjoyable experience for everyone!

With a solid background in merchandising, I’ve learned how to balance creativity with analytical thinking. At heart, I’m a merchant, always on the lookout for the latest trends while digging into data. This blend of creativity and business insight truly drives my passion. I’m reminded of a quote by Susanne Tide-Frater, brand and strategy director at Farfetch: “A buyer will inevitably get it wrong at times because we’re not in the rocket science department here. It’s about predicting, envisioning, and the accumulated knowledge people have, but in the end, it’s the gut that will steer them.”

In my 20-year career in fashion, my instincts have always led me in the right direction. There's nothing quite like the thrill of seeing people out in the world wearing the products I’ve chosen or created. It makes all the hard work worthwhile!