We recently caught up with Sarah Johnson, the head buyer for LunaBoston.com, an online boutique that features a fabulous selection of handbags from modern and emerging designers like Olivia Harris, Jenny Yuen, and Treesje. We asked her what she looks for when shopping for new young designers to carry, and found out what trends she thinks will be hot for Fall 2008.



How did you get your start in the fashion industry? I started working retail in college, managing a clothing store in a resort town during the summers. I took a break from fashion and retail for a few years after college, but was always interested in it personally, and I loved to shop in smaller boutiques in Soho and Nolita. I always got compliments, especially on my handbags, and I had a hard time finding the bags I liked online on a good site with good service, where I felt comfortable shopping....and the idea for our site and store was born.

What goes in to finding new designers to carry? There are so many new designers out there. I always look for lines that have a unique perspective -- lots of designers use nice leathers in wearable shapes, but a new designer needs to bring something different to the table to stand out from the crowd. This might be a unique signature shape, excellent leather selection, special detailing, or a combination of the three. But it needs to be able to stand on its own next to our more well-known designers; if not, it's simply not going to sell. I also look at the designer herself (or himself!) -- they need to have a vision for their line and understand things both as an artist and a businessperson. If they only see one side or the other, they won't be successful in the long-term, and we look for staying power and long-lasting partnerships.

What do you think will be hot for Fall 2008? I am so excited for this fall! I think handbags are as good as they've been for years this season. Important trends will include:
1) Exotics -- this is a fun trend, especially moving into holiday. Both in embossed versions and the real thing, we'll see lots of snakeskin along with some eel skin, stingray, and other unique skins.
2) Patent - it keeps going strong, in updated colors for fall. Crinkle or distressed patents are particularly popular.
3) Jewel tones and rich saturated colors. Purple is huge again, along with fuchsias and cobalt blues. Gray is also an important accent color again this season.
4) New materials -- we'll see some luxe bags made in nylons and heavy satins rather than traditional leathers -- this is a very interesting trend to watch, as these bags are super lightweight and practical, particularly for cities like NYC, Boston, and Chicago, where we deal with lots of weather.

Who are your favorite designers? This is ever-changing! But, at the moment, Treesje is my favorite line. We've worked with the designers since day one, and I am so thrilled with the way that their line has evolved and with their recent success. I love their leathers and their bags are so luxe, they look and feel much more expensive than they are. This line is really coming into its own this season and next and the bags are just flying out our doors. And the women behind this line truly couldn't be any nicer and more pleasant to work with!

I also love Foley and Corinna -- and I am very excited about some new shapes and colors that we'll see from them this fall. Their bags have gotten increasingly polished over the last few seasons, and they look amazing this season. We'll see lots of jewel-toned patents from them -- a deep purple patent weekender is tops on my personal shopping list for the season!

What are your top fashion & beauty must-haves?
Fashion:
1) Pencil skirts. It's easy to make them both fashionable and professional, which is a must for me.
2) Day dresses. One piece dressing is so easy -- I hate thinking too hard about my clothes most mornings, so dresses make my mornings go much more smoothly!
3) A great coat for every season. Living in a walking city, people see my coat more than just about anything else that I wear, so it's got to look polished and stylish.

Beauty:
1) Daily moisturizer with SPF -- I am still making up for lost time from my college tanning years, but now I don't leave the house without it. I'm trying out drugstore brands these days, and Neutrogena is working well for me.
2) Nars cream eyeshadows. I layer these under just about anything I wear for more saturated color, or smudge them on alone for a look that lasts all day long. My favorite is a deep purple called "Swing".
3) A great lipgloss. I always have one with me...so I can just put on my sunglasses and gloss and I am street-ready in an instant! My favorites for this season are bright colors from Lancome -- they make the best glosses.

Any advice you would give to aspiring designers?
1) Don't launch your line until you're ready. Your production and quality needs to be really solid in today's market, particularly if you are looking for your bags to retail over $300. Often, you get one chance with a customer -- both on the wholesale and retail side -- and if the quality isn't there, you may lose them for good. Know your competition, and look at their bags -- ask yourself honestly if your quality is up to par. If it's not, talk to your manufacturer - or find another factory.

2) Hire a great PR firm. Like it or not, good PR is a critical element -- whether it means getting into magazines and/or getting celebrities to carry your bags -- I can't think of a single independent designer line that has been successful without great PR. It is expensive, but well worth it.

3) Know your niche and your customers. Designers are by nature creative, but it's important to remember that your line needs to be wearable in the real world. For handbags, think about things like shoulder drops, getting in and out of the bag, pockets, etc. While everyone appreciates the artistic nature of design, you really limit your market if your bags, shoes, or clothing aren't both beautiful and wearable.