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PLEASE EVERYONE, TAKE YOUR SEAT, FASTEN YOUR SEATBELT, AND ENJOY YOUR FLIGHT. THIS IS WHAT WE USED TO HEAR WHEN WE COULD TAKE A FLIGHT, AND THIS IS WHAT I AM HOPING TO EXPLAIN IN THIS BLOG. FASHION BRANDS FOR MANY DECADES HAVE BENEFITED FROM CELEBRITY ENDORSEMENTS, EVEN TO NAME SOME OF THEIR PRODUCTS, OR COLLECTIONS, AFTER CELEBRITIES (LIKE HERMES NAMED A BAG AFTER GRACE KELLY AND ANOTHER ONE AFTER FRENCH ICON JANE BIRKIN ….) BUT SINCE FASHION HAS BECOME FASTER, EXTREMELY ACCESSIBLE, AND PRODUCTION TIMES ARE QUICKER THAN EVER, IT SEEMS THAT BECOMING A FASHION DESIGNER HAS ALSO BECOME...

THE MAIN FOCUS OF THIS SEASON’S COLLECTION IS IN THE WAY WE ALL NOW LIVE. IF CASUALWEAR HAD TAKEN OVER THE FASHION MARKET, NOW LOUNGEWEAR IS BECOMING THE NEW QUEEN OF OUR WARDROBES. SETS OF SOFT SATIN TROUSERS AND TOPS IN JEWEL COLOURS ARE COMBINED WITH OVERSIZED JUMPERS, WITH DEEP V-NECKS AND GENEROUS SLEEVES. IT’S A COLLECTION OF SOFT FABRICS WHICH NOT ONLY MAKE YOU LOOK GOOD, BUT ALSO GIVE YOU COMFORT. SLOUCHY BOYFRIEND’S JUMPERS ARE OFFERED IN THE JEWEL COLOURS SUCH AS ROYAL BLUE, PINK, ORANGE AND FUCHSIA. THIS SEASON THE ACCESSORIES ARE EQUALLY BRIGHT, AND THEIR STYLES ARE...

I believe you can find basic plain colours in most of the high street stores these days , so the way I wanted to differentiate myself from the high street was to offer a variety of basic strong colours. These have also made my brand easily recognisable from my competitors. One of my favourite colours is Orange , a colour which I mostly use in accessories , and which is extremely well received by my customers also in knitwear . Royal Blue is also one of my favourite colours ; vibrant in both clothing and accessories , in the right...

One day, while I was exhibiting one of my very first collection at Pure London, I have been approached by the Directors of Centre of Sustainable Fashion at the College of Fashion. They asked me to take part to a 10 week workshop, that was an amazing opportunity to implement all the strategies that I needed in order to set up a sustainable brand. The several workshops varied, from marketing strategies to fabric lectures. Being sustainable it's not just about being environmentally conscious, but is also how you model or adapt your business to your local community, or by creating...

The one of the most fascinating phases of building a collection is the inspiration process, when I start collecting objects, vintage clothing, vintage accessories, vintage jewellery, pieces of fabrics and an extremely large of amount of photographs. I first split them all on few mood boards, then decide the colour palettes. I used to search for whatever trend is the season, but since I have opened my own boutique, I realised that not all the trends apply to your customers and most of the times the fashion boutiques, doesn't matter the level, tend to stock all the same clothes. I...

Throughout all my career I have been privileged enough to travel extensively, not just in Europe but to the US too. Most of the brands that I worked for exhibited at fashion events, like Who's Next in Paris, or Bread & Butter Barcelona. Some others had much bigger budgets to afford to book suites in some major hotels during all the Fashion Weeks across the Globe, like at the Bryant Park Hotel during the Mercedes New York Fashion Week, or at the Ritz in Place Vendome, during Paris Fashion Week. Some others also rented showroom spaces within other showroom,  quite...