Having spent years working in advertising agencies in London and Sydney as an art director. I wanted the brand to spark the imagination and for every garment to tell a story that would inspire the wearer. For modern romantics who love to travel - each collection has its own story revealing the inspiration behind it and the moment it is seeking to capture. A Londoner, born and bred – I was inspired by the London IT girls – Kate, Naomi, Alexa, Rita, Cara etc and wanted to capture their rebellious, sexy and daring attitude in the debut ‘London’ Collection.
I designed the London print as a reimagining of an English Rose. Embodying the grittiness, edginess and smoky greys of the city and beautiful, decadent and rebellious personality of a Kate Moss style London IT girl. With scraps of newsprint to suggest she is always front-page news and the ink bleeding to create an abstract floral rose pattern to create something intriguing, beautiful and quintessentially ‘London’.
I had to be as hands on as possible in the creation of the label – teaching myself fashion illustration to design each garment and surface design to create the ‘London’ print. This took a lot of time, but I feel very strongly that a luxury brand has to be unique and special – something rare that you can’t find anywhere else.
Over a year ago, I was coming to the end of parental leave with my second child Zoe (now two). Through many conversations with friends in their 30s it struck me just how many of us found it hard to focus on ourselves because of our busy demanding lifestyles. Specifically, in the areas of intimacy, sexuality and relationships.
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