Our creative director shares the journey from initial concept to finished garment.
Every collection begins with a feeling. Sometimes it's as simple as a colour combination seen on a stranger's coat; other times it's a poem that lingers in your head. I keep a small leather notebook with me at all times, filling it with scribbles and phrases like sun-washed stone or whisper of silk. Those fragments become our starting point, weaving themselves into sketches over coffee and late-night sketch sessions.
Inspiration rarely comes from fashion alone. For Poise, I found myself drawn to architecture—the way a column supports without fanfare. Ethereal was born during a road trip through coastal towns, watching laundry flutter from windows. Allure sprang from evenings spent listening to jazz records, imagining the world in sepia tones. I take photos of textures—weathered wood, polished marble, a sky filled with stars—and build colour palettes from them.
Once the vision is clear, I work with our pattern makers. We drape fabrics on mannequins, adjusting necklines by millimetres until they fall just right. It’s a dance between precision and intuition. We debate whether a hem should hit mid-calf or ankle; we test sample fabrics to ensure they move as envisioned. There’s nothing more satisfying than seeing a line drawing become a wearable piece.
The final step is fitting. We invite women of different heights and sizes to try the samples because our clothes are meant to empower everyone. Hearing a tester say “I feel incredible” is my cue that we’re on the right path. After final tweaks, each piece goes into production, ready to live out in the world and, I hope, become part of someone’s story.