The Munich-based retailer celebrated a successful collaboration with Italian brand Brunello Cucinelli during a two-day visit to Lake Orta. Richard Johnson, Mytheresa's Commercial and Sustainability Director, recalls the event.

The event began with a private dinner in the Moorish setting of Villa Crespi, the menu for which was specially designed by Michelin-starred chef Antonino Cannavaccuolo. The next day, after a boat tour on the lake - on boats bearing the Mytheresa and Brunello Cucinelli logos - the celebration continued with a picnic in the lovely garden of Palazzo Gemelli, a private estate located in the center of the historic village of Orta San Giulio. In addition to press, friends, Influencers and the brand's top clients, the event was attended by many special guests, including Kelly Rutherford, Ed Westwick, Jasmine Tookes, Sarah Harris and Emma Tinn. On this occasion, L'OFFICIEL ITALIA spoke to Richard Johnson, Chief Commercial and Sustainability Officer of Mytheresa, who talked about the collaboration with the brand from Solomeo, the expansion of the offer and the sustainability strategy.
L'OFFICIEL ITALIA: How did you get started in the fashion industry and at Mytheresa?
RICHARD JOHNSON: As a teenager I was fascinated by fashion and launched my own small label which I managed to sell in a few local stores in Manchester and then Nottingham. I think it was the creativity, vibrancy and people that caught my attention, and later when I started working in the industry, the opportunity to travel was extremely interesting to me. The most interesting part of my position is the opportunity to work with a wide variety of designers, and it's also nice to gain experience. Over the years I've been to many of the big department stores in London, such as Harvey Nichols, then I went to the Middle East and had the opportunity to travel to see how things work in different regions. And at some point I decided that I really needed to understand online from the inside. About seven years ago I joined Mytheresa and realized how good it is to work in digital because everything changes so fast. Mytheresa is a company that started with women's clothing, focusing on Germany and Europe, and shipping worldwide. Today we also have menswear, children's category, homewear, and we are expanding to jewelry and watches.

LOI: Is there anything you would like to change about the fashion system or the retail system?
RJ: I think what we really need to change is the mindset in terms of the amount of products on the market and the quality of what we do. We all know that there is a huge oversupply and unnecessary quantity of products on the market, which on the one hand is unsustainable for the planet and on the other hand risks devaluing the notion of luxury at a brand level. Luxury is not just a logo, it is the qualities that are inherent in the clothes, as in the case of Brunello Cucinelli.&nbsp;
LOI: And speaking of sustainability, how do you educate your customers?
RJ: We develop several activities, but we mainly work in two key areas. The first has to do with our commodity operations to get the message out to customers: first of all, we take responsibility for the carbon emissions from shipping, and then we give customers the opportunity to do their part, to offset the specific order they make. In the future, we plan to collaborate with DHL on biofuels. The second one has to do with our product operations, which of course are inherently related. Consumers want to know more and more information, such as where a product comes from, who makes it and what materials it is made of. This is an extremely complex issue because, on the one hand, it involves managing a huge amount of data, but above all, you have to be able to communicate it in such a way that people can assimilate all the information. No one needs an encyclopedia with all the details about a particular product, but education also means that people need to be aware of the product they are investing in. That's why we also need to work closely with partners, to get all the information and create transparency for customers so they can make informed purchases.
LOI: And how do you incorporate sustainability strategies into Mytheresa's business development?
RJ: We are part of a business that focuses on quality over quantity. We sell luxury goods that people need. So first of all, we promote the idea that the products we sell, especially ready-to-wear - which is the most important part of our business - are part of the process of creating a long-lasting closet. That is, the items you buy today, especially from a brand like Brunello Cucinelli, should last you a lifetime. We have a partnership with Vestiaire Collective, which means that if customers want to get rid of items from their closet, they have the opportunity to do so in an environmentally friendly way. This service was originally offered to our best customers as a test but was limited in categories, but we have added categories and expanded the audience. Our customers can send their items to Vestiaire, who does the work and then receives an upfront payment for the item. This system provides circularity and real transparency so people can make smart and informed decisions.

LOI: How many years has Mytheresa been working with Brunello Cucinelli? And what values of this brand do you value most?
RJ: We have been collaborating with Brunello for over 10 years. His philosophy, did you hear him speak last night? It's a reference brand and always has been. In fact, I think I admire him because having a philosophy and a perspective to dedicate to creating products and running a business is a great starting point for any company. We at Mytheresa also really appreciate the longevity of the products they offer, their history and their well-aligned communication. It's great for us to be able to sell products that carry a story, and customers in turn really appreciate the stories, context, lifestyle and culture behind the designs.
LOI: How would you describe the customers who buy Brunello Cucinelli on Mytheresa? Are they the same customers who also buy in boutiques, or are they completely different?
RJ: I think those who buy from us also often shop in boutiques. While the idea is certainly to promote Brunello Cucinelli on Mytheresa, the reality is that all ships are adrift, so this collaboration creates benefits for both partners. I also believe we have a lot of choice, and our experience at Lake Orta confirmed this. Most of the top customers were European, but on the other hand, I believe Brunello Cucinelli is a brand with a sophisticated, minimalist and relaxed aesthetic that suits any closet. The buyer can be highly motivated, enthusiastic and driven by their vision, but also someone who is simply attracted to an individual piece. It could be someone who wants to be understated and has nothing to do with fashion.&nbsp;
LOI: And in your opinion, what brands are worth investing in for the future?
RJ: You know, when I hear about the trend of quiet luxury, I don't agree that it is a trend. Quiet luxury, if you really want to call it that, has always existed. It's in the spotlight now and it's going to stay there when the spotlight moves elsewhere, and we're going to continue to support what I would say simply is sophisticated, understated luxury. But these clothes have always been and will always remain the same. We've been working with Loro Piana for a long time, we have a very good partnership, and we support brands like Khaite and Toteme, for example. For me, these brands, no matter where fashion goes, remain relevant in the coming years because they know who they are, what they do, and take a lot of time to think about the product and the fit.&nbsp;
LOI: Along with the big players, are you also focusing on emerging brands focused on sustainability and conscious fashion?
RJ: Absolutely. But for me, sustainability in conscious fashion is something that has to be integrated into the whole supply chain as well as design. So I think just going out and looking for designers who are committed to sustainability and conscious fashion is good in a way, but it doesn't capture the essence of it. I think we have a responsibility as a major retailer to help designers create all the things that customers want. We talk about great products that they love, that are sustainable and conscious. It's certainly not easy, but I think it's the right approach. We like to support emerging talent, but when it comes to longevity, we're not necessarily always the first, we're not necessarily the ones who show up to an emerging designer's first graduation collection. We want to test the longevity of a name because for us it's all about building the business, figuring out how to connect with the brand and start collaborating. We have very strict rules about how many brands we will represent on the site to maintain a very high level of care.

LOI: What is most satisfying about your work?
RJ: I think seeing new projects come to fruition is great, and that can happen in both digital and physical contexts, such as at an exhibition, and that's extremely rewarding. But I think the biggest satisfaction comes from interacting with people. Experiments like this are really about building relationships, connections with customers and with brands.&nbsp;
LOI: Mytheresa is not only about fashion, it also covers different categories such as homeware and brands like Floss or Cassina. Do you plan to continue expansion?
RJ: We're interested in the lifestyle of our customers, so the reason we launched the homeware category is because we really realized: if you're interested in buying ready-to-wear, you're also interested in lifestyle. So it wasn't a full-fledged business, but a way to engage with shoppers in different ways. We will also expand in the future, but it will always be about how we can get closer to the same audience we've built. Our current focus is on jewelry. And we knew we would move in that direction because that's what our customers were suggesting. A couple years ago, the local offering was relatively limited, but we've expanded it significantly, and it's been a great success for us. We have launched a partnership with Bucherer to sell certified pre-owned watches and are exploring opportunities to expand our watch and art luxury offerings."&nbsp;
LOI: What about beauty?&nbsp;
RJ: Yes, we did two pop-ups a few years ago, one of which was organized in partnership with Estee Lauder. Beauty is interesting because, again, we are only interested in real luxury brands that offer something completely different, that you can emotionally connect with, that inspire and surprise. So it doesn't make sense for us to do mass-market cosmetics, but when we start special projects, we look at each case individually. Beauty, like many of our other ideas, is an integral part of the client's lifestyle.
LOI: Is there anything you'd like to talk about or share with our readers?
RJ: I think the one thing we really want to convey is the importance of inspiration through product, through building relationships with our customers, and through truly expressing Mytheresa as a brand. And I think all three of those things are coming together very well right now, and that's what's driving our growth.

Richard Johnson on the Mytheresa and Brunello Cucinelli collaboration

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