The Amsterdam fashion brand Ibana is all about a strong combination of commercial flair, creative insight and a narrow team. Lara Lubberman has been working for the brand for ten years and once started sales as a junior. Today she is a partner and is responsible for sales in the Netherlands, Belgium and beyond. “We are a real team. Everyone thinks with it, whether it’s about sales, design or production. That is our strength.”
Literally slipped into fashion
Lara’s path into the fashion world did not lead through the school desk, but over an agency in the Fashion Center. “I had my middle school leaving certificate and thought of studying, but I knew about myself: I learn through practice.” She decided to go into practice and literally ran in search of work in the fashion center. “I just went to a showroom and said that I was looking for a job. That I have a lot of experience, even though that wasn’t really true,” she says with a laugh.
What started without a network or practice developed into a permanent position in the Ibana team with responsibility for a broad customer in ten years: inner trunk. “The nice thing is: you not only build up your network on the way, but also your feeling for what works on the market.”
Monday morning: market overview and coordination
The week at Ibana begins early Monday morning with a sales meeting in which the team reviews the last week. “What are the reactions from the market? What do they know: Inside? We share knowledge and tips and discuss how we can implement them into our collection.” This is often followed by a meeting with the design team in which Lara’s commercial knowledge plays a role: “We take what we see in sales in the design process. This interaction is super important.”
The number of appointments begins towards the end of the morning. “Most of the time I see four to five customers: inside a day in the showroom. I then present the collection, discuss what is going well and listen to what the shops need.” Lara regularly visits her customers outside of the high season. “It is valuable to be present. Talk briefly about the sales figures, examine the sales area, which is worth gold.”
Why preview?
Ibana took part in the Preview trade fair for the first time last year and enthusiastically returns this season. “I heard from Kund: inside that it was a pleasant mass: low -threshold, but professional. With a strong brand structure and good service.” What Lara particularly appeals to is equality. “Whether you are a big or small brand, everyone gets the same presentation options. You rarely see that.”
The previous edition was more than successful for her: “There was a lot going on all day. Many regular customers: inside, but also many new faces. If you are only talking from start to finish, you know: that was a good day of the fair.” For Lara, it’s about having conversations, making connections and of course doing business.
FS26: Summer sets and luxurious eyecatcher
Although Lara is not yet allowed to reveal everything about spring/summer 2026, she already gives a little insight. “We work with strong topics, which ensures beautiful, complete sets. Think of summer colors, luxurious qualities and eye -catchers that really stand out in the shop.” The collection is thought out commercially, with a view to presentation and portability.
Trust, creativity and cooperation
What Lara appreciates the most about her work is the interaction between the departments. “We are a real team from PR to styling, and you can feel that. Precisely because we are so well teamed up, we can react quickly and remain relevant in a changing market.” In times when visibility and differentiation are crucial, Lara believes in the power of creativity, by listening to the inside and building together on a brand that has existence.