Ida Petersson

Ida Petersson on authenticity in branding, building a community, mentorship, and more in this week’s conversation. Industry titan Ida Petersson has been a driving force behind some of the world’s most respected luxury retailers, including Harvey Nichols, Net-A-Porter, and, most recently, Browns, where she served as buying director until December 2023. Now, she’s teamed up with her friend Ramya Giangola to launch Good Eggs, a global brand strategy and creative agency that supports both established and emerging designers. In this conversation, Ida discusses the evolving landscape of fashion buying, highlighting the delicate balance between intuition and data-driven decisions. She reflects on the role of authenticity in branding, the critical influence of mentorship, and the often-overlooked impact of retail staff on a brand's success. The discussion also covers navigating trends, consumer expectations, and how leadership fosters growth and creativity within the industry. Ida shares personal stories from her career, offering lessons on supporting the next generation of designers. For more on Ida and her work. Find her here: Instagram: https://www.instagram.com/kattshoppar —— Thank you for listening to Sisonek with Drew Curry. Join us in our journey by subscribing to us on: Spotify: ⁠https://open.spotify.com/show/6YCoZo7WprPvjC3Il8xY51⁠ Youtube: ⁠https://www.youtube.com/@Sisonek⁠⁠ Apple Podcasts: ⁠https://podcasts.apple.com/us/podcast/sisonek-with-drew-curry/id1718455818⁠ You can also follow Sisonek on Instagram (⁠https://www.instagram.com/sisonek/⁠) Sisonek is hosted by Drew Curry, artist, and designer of AIREI. AIREI is a Los Angeles-based brand from Drew Curry. Shortlisted for the 2022 LVMH Prize for Emerging Designers, worn by Kendrick Lamar, Billie Eilish, Bad Bunny, and other notables, while also gaining recognition from John Galliano, Suzy Menkes, and Julie Gilhart.  AIREI promotes humanity by elevating the perception of the outcasts, forgotten, and misunderstood. Illustrating the human condition, Drew uses deconstruction and reconstruction techniques to call attention to fragility. Single threads are a signature in his work, representing mending and healing. Each hand-finished garment is signed and numbered by the artisan. Drew highlights the human touch by allowing the uniqueness of the garments to become the focus. AIREI is stocked globally at all Dover Street Markets and other retail partners worldwide. Follow Drew on Instagram ⁠⁠⁠(https://www.instagram.com/drewcurryx/) Follow AIREI on Instagram (https://www.instagram.com/airei.la/) and find the full list of stockists on AIREI’s website.(https://www.airei.la) Thank you to our incredible team: Produced by AIREI LLC Music by Ryan Hughes Sisonek cover art by Ken Camellia Artwork by Drew Curry