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The C.E.O.-to-Influencer Pipeline

Alison Loehnis spent a career as a retail and luxury executive. Lately, she’s stumbled into a side hustle as an honest-to-god, affiliate-link-slinging fashion influencer. Who said there’s no future in multichannel?

Alison Loehnis
A little more than four months after joining ShopMy, Loehnis is generating more than $100,000 in monthly order volume through her storefront, with an average order value exceeding $600, according to a source with access to ShopMy data. Photo: Courtesy of Alison Loehnis
Sarah Shapiro
March 24, 2026

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Last fall, Alison Loehnis posted an Instagram Reel from inside her closet, trying on her favorite jeans, along with a voiceover explaining her attachment to each pair. The former Yoox Net-a-Porter Group C.E.O., who stepped down in June 2025, followed with similar videos covering makeup, jewelry, shirts, and shoes. The comments section quickly filled with the common vernacular of the shoppies-afflicted: “adds to cart,” “links please,” etcetera. Soon enough, Loehnis’s Instagram bio linked to a ShopMy storefront featuring her recommendations. Seemingly overnight, the London-based executive with a decades-long career in luxury had, in effect, become a fashion influencer—complete with professional representation from London-based talent manager Lucy Owen.