“have the confidence to stand strong in your ideas regardless of what anyone else thinks.”

-How did you come to establish the label?

It was a natural progression. I was always going to go into fashion, I had worked in the design room of burberry and after graduating from the London College of Fashion I didn’t feel I had what it took to start as a designer so I worked in the industry as a buyer travelling to Paris and Italy on buying trips and then went into a partnership as an assistant designer, it was after this I felt confident enough to establish my own label.

-How did you get into fashion in the first place? What made you want to become designer?

I was inspired at an early age by my mother who I admired so much. I was first inspired by pictures of her from the 60’s in her Mary Quant Mini’s, Kitten Heels and Beehive do’s to her psychedelic prints in the 70’s, she was so fashionable and loved to dress up and party and I just adored watching her dress up to go out.
My love stemmed from this all the colour an life my mother brought into the home.
Even today I still look to her for opinions an suggestions and like to consider myself as an extention of an original…my mother

-What is your design philosophy?

Be an Individual, have an opinion, make a difference and have the confidence to stand strong in your ideas regardless of what anyone else thinks..

-How do you describe characteristic of your style which makes it difference from others?

Characteristics of my style are formed from my alter-ego, Im an introvert by nature so I look to my alter-ego and what she would want to wear, how she would like to be portrayed, how she’s feeling on any one day at anytime. Her style is bold, unapologetic and constantly changing, she’s never predictable and has the freedom to be whoever and whatever she wants….this is how Im able to justify my style.

-Who are your design icons?

The late great Alexander Mcqueen, Vivienne Westwood, Viktor and Rolf, Junya Watanabe and Issey Miyake.

-What are the sources of inspiration in your fashion design?

Inspiration is drawn from anything and everything but my love of architecture and structure is something Ive noticed I seem to constantly lean towards an no matter where ive drawn inspiration from for that season Im not quite there until I have some sort of structural reference, this may change but for now its my comfort zone.

-How would you describe your customer?

Image conscious, confident, independent, discerning women who dare to be different, set-apart, unapologetic and enjoys a cosmopolitan lifestyle.

-Does your design process always follow the same process?

If you mean does it start with the inspiration then yes, the process is the same.

-Is there any artists or designers that had a strong influence of your career?

Other than my mother I used to enjoy the flamboyance and fantasies of Gaultier and Galliano.

-What is your vision for the future?

The continued development of my brand, the development of my diffusion lines and the introduction of my menswear range.

Interview:Masaki Takida