Mount Street Concierge

Q&A with Ginnie

What makes Mount Street in Mayfair so special?

I love the fusion of beautiful, historical buildings with some of the very best, forward thinking brands in the world. There is a great rapport between stores and a unique sense of community. It's a truly vibrant street.

What was the biggest lesson you learned about personal style from your time at Vogue?

I learnt that not every trend is for me! It's so important to really establish what your own lifestyle requires, what your own budget can afford and not feel we have to dress by any kind of rules.  I also learnt the art of hiding high heels under my desk for 'big' meetings and occasions. A little extra height always helps!

How would you describe your style?

I would say it was a bit of a mish mash. I can go from boyish and oversized to tucked in and pulled together. I adapt  my look to the different scenarios and audiences, from public presentations to simply being comfortable on the school run.

What’s the one fashion item you cannot live without?

My range of silk shirts. They are the most versatile items in my wardrobe.

What do you look for in a fashion brand?

I don't want to have something everyone else has. That said I don't necessarily mind if sometimes an item is recognisable.  Now more than ever I look at the fabric of the item and every single item I buy has to have a life span of considerable length. Quick fixes are out.

Since lockdown earlier this year, how have your shopping habits changed?

Like many, I've re-evaulated what my life really needs. Now we are in Autumn, I really need cosy layers that genuinely keep me warm. But colour lifts the spirits on a dull November day so I would always be tempted by colours such as red or green or all the checks and tartans we are seeing coming through. And for that much longed for night out, I'm looking for a low heel with a hint of sparkle which can be worn with jeans. We all need sparkle right now!

What changes can we expect to see in the fashion industry over the next few years?

Fashion has been on a rollercoaster ride of re-evaluations. Of processes, of fabric choices, of values - I really hope this conversation starts to develop into real action where the new norm involves a slower pace of creativity, where we rein in the number of the collections and where fast fashion is replaced by a slower, more considered fashion. I know it's a long way off but it's got to start from the top, from the boardroom decision makers. We've seen how fashion weeks can operate without excessive air miles being travelled. We've seen how video is key to selling products and relaying brand messages as we all shop more and more via a screen. If anyone can take on a new creative challenge, it's the fashion industry.