What is my story?
Ever since I can remember, sustainability has been a passion of mine. I studied environmental science but ended up with a 16 year career in sustainable and responsible investment. Integral to my job was to have a deep rooted understanding of environmental and social topics such as climate change, labour standards, water scarcity, environmental pollution among many other topics and how they impact companies and society. I never had formal training in fashion, and despite deciding on a career finance, I always cared and had a passion for fashion and loved designing and creating clothes for myself. I'm self taught in making clothes and I have always been intrigued by construction, drape, the behaviour of textiles, how they mould around the body and how an idea or inspiration can be taken and interpreted into something that tells a story and changes how a person looks and feels.
What is the story behind the label?
Fashion for me is creating stories with clothes, enabling women to step into that story with me and then creating their own stories as they interpret my designs and decide how to wear and style them. When I decided to enter sustainable finance, it was in the belief that money and sustainability can be a powerful combination and bring about positive environmental and social change. In my 16 year career, I've witnessed this happen. I believe the same is possible with fashion. Fashion has a global platform, a global voice, huge influence over how we consume and if harnessed in the right way, can be a powerful driver of positive environmental and social change if channelled in the right way. This is my vision for the label - to use fashion as a platform to raise awareness and provide inspiration on critical environmental and social issues, creating a positive impact whilst also designing clothes that women can fall in love with for life. I am using environmental and social issues as inspiration for my designs where each collection is inspired by a different environmental and social issue. For every collection, I will be partnering with a different non-governmental organisation working towards addressing the issue that inspired my collection with a percentage of sales going to the work they are doing and importantly reporting back to my customers how that money was put to work.