e is far-reaching across site, brand and all platforms. Essentially the role weaves content and commerce together to tell the brand story to the customer and to engage them, inspire them and build loyalty. Within the luxury sector it is more common to have a content role at retail brands to provide the quality level of editorial that the discerning customer has an expectation of. IR: How would you describe The Outnet’s brand voice?  CM: We work hard at The Outnet to create a warm, witty and stylish tone of voice that encourages a sense of community amongst our customers (The Out-network if you will!) IR: How do you make sure the brand voice comes across in the right way?  CM: We have really robust customer insights, and a talented team of writers and editors at The Outnet, so we can ensure we are speaking authentically and responding to the customer needs and interests in a really clear way across email, site copy, social posts and editorial and marketing materials. IR: What does an average day look like for you?  CM: No two days are the same! Currently I am predominantly working from home, but I could be catching up with the creative team on projects, working with the fashion team to decide what we are including in a shoot, discussing tech improvements to our app with the site team, editing and writing up a feature or interviewing an incredible woman on Instagram Live. The fast pace and step changes throughout the day keep me really engaged and thinking nimbly about the customer and imagining myself in her shoes. IR: The Outnet’s latest campaign is all about the new workwear. How do you think Covid-19 has changed the way people dress for work? Are suits really dead?  CM: I do think the clothes you wear dramatically play into how you think and feel, so if a suit makes you feel powerful and effective at work then you may find yourself choosing to wear tailored pieces as an affirmative positive action, whether at the office or sitting at home on Zoom calls. Ultimately we dress to make ourselves feel a certain way, so, no, I don’t think suits are dead, I just think we may adapt the way we wear them. Perhaps you wear a super soft t-shirt under a blazer now, or size up for a more relaxed silhouette, or team tracksuit pants with a more formal blazer on top. IR: How is The Outnet responding to these changes – both in terms of the product offering and the way you talk to customers? CM: We have a truly global customer, so their sartorial needs vary based on their regional situation plus the different climates we all live in. We have always championed relatable yet inspiring style options in our product offering, so we are well set up to meet the needs of all our customers, whether that is investing in a Valentino or McQueen gown for a future event, updating their casualwear with a more luxe twist via the likes of Brunello Cucinelli or The Row, or looking for the perfect statement top from Emilio Pucci and earrings from Oscar de la Renta to stand out on Zoom.  We talk a lot about the ‘new value’ that we are all applying to every area of our lives as we work out what is truly important, and our offering of luxury fashion at up to 70 per cent off puts us in a unique position to service that need to thoughtfully invest in beautiful clothes. In the future, Mahoney thinks women will permanently ditch high heels. Image: Supplied IR: Which new workwear trends are here for the long haul? CM: I think flat shoes will likely be the biggest long-term shift, even with a return to the office, wearing and walking in high heels personally feels unlikely! IR: It’s time for our lightning round questions! You’re working from home, do you get dressed or stay in pyjamas? CM: Business on top, (pyjama) party on the bottom! Jokes aside, I have found that I started lockdown falling down the rabbit hole of elasticated waists, but no good comes of that! I think that it’s really important for your state of mind to take pride in your appearance, and whilst that doesn’t mean strict tailoring, an ironed shirt, some sparkly earrings, a great maxi dress or a slick of red lipstick all lift your spirits and I am convinced spur on productivity. IR: You’ve got an important meeting with the boss – what’s your go-to power outfit? CM: I work in a fashion world so I don’t think that I have to be super corporate, so my version of a ‘power outfit’ is maybe slightly different than the obvious suit/tailored look. That said my go-to brands are things like Jil Sander, Khaite, Adam Lippes, Joseph and Iris & Ink, so my wardrobe consists of lots of classic pieces in a ‘rainbow’ of navy, black, grey and splashes of white! IR: Which item is most likely to be in your background on Zoom: bookshelf, houseplant, a messy living room because #reality? CM: I am a working mother, who has been juggling the challenge of homeschooling, so I am less concerned with curated backdrops, and more ‘where can I be without a child looming behind wanting a snack and telling me they’re bored?, so I room hop to hide from my kids!