Alison Loehnis is a New Yorker who’s lived in London for, as she’s quantified it, “a lot of time.” She’s the president of the luxury and fashion division of YOOX NET-A-PORTER (Net-a-Porter, Mr. Porter, and the Outnet) and has been with the business for fourteen years — exactly fourteen the day I spoke with her! Timing is funny that way. In that fourteen years, she’s been at the forefront of the growth of YOOX NET-A-PORTER, running the business holistically; and when asked about which aspect of the business really energizes her, she rattled off “front-end, product, consumer, service, fashion, branding, creative, and…” In my head, I’m thinking, okay, this is every aspect of the business! She’s worn so many different hats throughout her time at YOOX NET-A-PORTER that it’s hard to imagine that she has any time to spare — or, dare I say, “waste” — at all. But Loehnis isn’t one of those high-functioning individuals who never turns off. In fact, the ability to unplug is a value she holds close to her heart.

Well, speaking of the mundane… did you get any downtime when things shut down or were you still pretty busy? I know your business is online.

I didn’t really get downtime. I looked with awe and respect at all the people who were like, I learned how to crochet while blindfolded while doing yoga! I was like, wow. For us, from a business perspective, there was an enormous amount to do — so on one hand, it was great because the addressable audience became that much bigger. But we also had to pivot in so many ways because we were a business that was primarily office-based. It was definitely busy, but I think that the way in which I went about things was a bit different. Because I wasn’t in an office physically surrounded by people all day, I had to question — how do you organize your time, your schedule? And for the first lockdown period, my literal view was different because I was outside of the city.

How was it in the countryside? Did you get time to connect with nature?

It was really great. That spring was beautiful. The weather was really wonderful, and there was something so magical about being there in March and seeing the spring arrive, which, in England, is just stunning. I would go running through the woods. We were there when all the lambs were born. And I was reading this book at the time — I love reading, primarily fiction. The book is called Overstory, which is essentially about trees and conservationism, but it’s tied into this really compelling narrative. Anyway, I was reading this book in a place that was surrounded by trees, so it was really special.

It’s hard out there… especially when, like you said, your career converges with what’s online. It’s sometimes difficult to distinguish between what’s valuable and what’s a total “I’m in the black hole now” scenario.

Let’s go with… most of it is valuable [laughs].

You’re not wrong there! I mean, the origin of this concept — “Wasting Time With” — is that, one day, I was scrolling the internet mindlessly… You know, “wasting time”... and I stumbled upon a list of 13 Truths by the writer Ayesha A. Siddiqi. It told me to pay attention to the things I waste time on. And here we are!

I think paying attention to what we waste time on is super important because every minute spent is a minute you’re not getting back. It’s a question of how you’re feeding yourself. What are you choosing to spend time on — beyond obligations, work? How does it make you feel? Do you feel satisfied? Enriched? Curious? Or is what you’re doing making you feel badly? You can waste time by staring at pictures of someone’s gorgeous kitchen… but that might not actually be a waste of time because you may just need a break, and if you’re visually stimulated? Cool! That’s great. But if you’re spending time on something that makes you feel bad… let’s carry on with the theme of the kitchen: if looking at someone else’s kitchen makes you feel bad about your kitchen, I think that’s a question of redirecting your energy.

Definitely. It’s a fine line.

And, look, I’m not for one second trying to come off like I’m perfect. I’m just as mobile-focused as everyone else. But during the beginning of lockdown, when I spent time in the countryside — although a lot of that time was spent indoors — but when I was able to get out and run, take walks with the trees and everything else around me, read a book... I think this whole idea of “looking up” became that much more important. Just don’t forget to look up! I remember traveling for work: you land in this foreign place and you’re in the car, just staring at your phone, and it’s like, woah woah woah. Look out the window! That is so important.

It sounds so simple, but it’s actually a challenge. You have to really tell yourself to look up and look around you.

And also during lockdown we got a puppy…

Aw, well that’s the perfect age to get a puppy — because they’re kind of old enough to take care of it… right?

AL: Kind of…… [laughs]. No, I’m joking, they’re great. Every parent who’s been begged to get a dog knows this — the kids are like, I promise I’ll walk the dog everyday! I’ll make him homemade dog food! I’ll do this, I’ll do that! And of course, the dog arrives and that is not the dialogue [laughs]. But it’s been wonderful! He’s been a wonderful addition to the family.

That’s so nice to hear. It sounds like you had some great time with them.

Yes. And the joy of free time, to me, is really just that. It’s being able to be a bit spontaneous, spending time with your family and friends, having really long sessions at a dinner table. Dream. I love it. Watching Netflix, reading endless amounts, just being able to go with the flow of things. Unfettered time! Dream!

Well… I hope you get to find that dream again soon. Maybe after fashion week?

Exactly. But I just got back from vacation, so I’m not complaining.