Rosemount Australian Fashion Week is a frantic blur of frocks, photographers and fabulous shows. An international fashion buyer tells Anna Saunders about her role in this costume drama. Photographs by Adrian Cook.

THE BUYER: POLLY NOEL-STORR, 28, a buyer for UK department store Selfridges has attended two RAFWs.

What do you look for?
Something that's not already offered in the UK, as it's expensive to ship collections home. Also, as a buyer for a department store, I can't just pick a few pieces from a collection; I have to buy a whole rail of clothing – and in a big store like Selfridges, a collection has to stand out and tell a story in one rail.

How do you know a collection will be popular?
I don't – but 95 per cent of my job is ensuring they do sell. I devise marketing and sales plans, and I'm always down on the shop floor quizzing staff on how to put outfits together.

What were your favourites?
Personally, I loved Camilla and Marc's collection. It had a similar feel to some London designers. I also liked Dhini. I'd buy their whole collection if I could!

Everyone in the front row has a poker face – why?
If you pull a face the media will notice. Plus, from a competitive point of view, I don't want another store to know if we love a label.

What's the biggest challenge?
I get clothes envy whenever I go to the New York shows, and suddenly feel as though I have to buy a new wardrobe. But everyone does – it's funny, everyone shops in New York and then arrives in Europe looking identical!

For more secrets from fashion insiders at Rosemount Australian Fashion Week, read the July issue of marie claire.

Related Links Rosemount Australian Fashion Week Collections