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.
I use silk and silk cotton as fabrics, as they are natural, breathable and will last forever if treated with care. We source from a specialist silk trader in Sydney who only trades quality fabrics bearing the Silkmark - the registered trademark for silk imported into Australia. Only carefully selected silks carry this trademark.
I’m proud to be on first name terms with all my suppliers and to make the goods transparently and ethically with specialist production companies in Sydney and Manchester and I am proud to support industry in the two countries that I call home.
I also feel very responsible for producing something to put out into the world. We only do limited production runs and use natural fabrics that last so you can ‘Buy once and buy well’. We source from sustainable suppliers such as @betterpackagingco to eliminate plastic from our packaging and support the environment.
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.
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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