FASHION
A gift
FOR THE
GORGEOUS
Your store opened in 2001. Why did you choose Sloane Street and what
do you love about it?
It’s interesting as it has changed so much over the time that I have
been here. Sloane Street is a fantastic address, fantastic location.
This particular end of it is perhaps a little bit more niche and that
obviously that appeals to me, being a slightly more niche designer.
We have the most amazing window space with the most amazing
light, which I really love. It has openness, visibility and a feeling
that it is almost like a gallery. I love the space, I love the location
and we have built a fantastic client base here that is really loyal to
us.
Does the area influence your design? Do you take into account the
local woman?
Well, my collection is really about the woman. I spend a lot of time
on cut and fit and making clothes feel fabulous. I guess it’s really
about all women and trying with my collection to create pieces that
make a woman feel like a goddess – feel really fantastic when she
wears them. I don’t use a fit model – I use real women of all
different shapes and sizes. That way, you get a fit that works across
lots of different body shapes. You can have five size 10 women; they
are the same size but each can have a completely different body
shape. People think of size but they don’t necessarily think of shape.
People are so hung up on what is on the size label and I believe you
should be more hung up about what looks good on you and what
feels right to wear and trying to make the most of what you’ve got.
So that is the approach I have and, in a way, it’s not about trend, it’s
not about throw-away fashion, its more about pieces that are going
to be really fabulous forever.
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