A conversation with Arlette Huisman, CEO of Orangebag

Arlette Huisman is the CEO of Orangebag and the driving force behind the development of the brand. In this interview, she shares her story, her vision on inspiration within fashion and online retail, and how she continues to shape Orangebag every day.

What gives you the most energy in your work?

“The dynamics, because no day is the same. I get a lot of energy from developing strategies, identifying opportunities and anticipating them, and building a strong team. But I’m just as happy discovering new brands, attending a buying appointment with one of our 130 brands, and especially when the collections arrive at our headquarters. Every day, I take a moment to walk past the racks to see what’s new, and that rarely goes unnoticed. The mix of data, fashion, and personal interaction is the perfect fuel for me.”

What are you most proud of when you look at Orangebag today?

“Our mission is simple: to inspire every day, always personally. Our customers don’t just come to buy a dress; they come because they want to know what Orangebag has come up with today, what’s new, what the trends are, and what suits them. We’ve built a community of women — and increasingly men — who truly love fashion and see us as their go-to fashion destination. The fact that, despite our growth, we’ve maintained that personal, almost village-like character in a digital world is what I consider our greatest achievement.”

What are your favorite brands (and why)?

“That’s actually an impossible question — like having to choose between your children. If I look at my own wardrobe, these are my favorites: for jeans, I switch between Closed, Agolde, and Mother. For special occasions, I’m in love with Self-Portrait because of the details, the lace, and the feminine silhouettes. At the moment, I find the Belgian brand Johny very distinctive, fresh, and unique. My basics consist of essentials from Hanro and Majestic Filatures, Varley for the perfect mix between sporty and stylish, and Anine Bing, which has that effortless, modern rock-chic vibe that I absolutely love.”

How do you put together your own outfits?

“I always go for a mix. Comfort is the foundation, because I need to be able to move freely, but I always add a statement piece. My signature look is a great pair of jeans, a high-quality white T-shirt, and a bold blazer.”

Where do you get your inspiration from?

“Everywhere. Of course I follow brands and social media, but my greatest inspiration comes from everyday life. People-watching on a terrace in Rotterdam, Paris, or Copenhagen, or having a good conversation with the women around me. I always look at how fashion becomes an extension of someone’s personality.”

What do you hope customers feel when they shop at Orangebag?

“That they feel at home and quickly find what suits them. I hope they truly feel seen, and that the enthusiasm I experience when new collections arrive is something they feel too. The best compliment, to me, is when our newsletter is experienced like a magazine and when outfits from Instagram are saved to recreate.”