With relaxed silhouettes taking centre stage in our wardrobes, we spoke to our daywear designer, Rebecca, to discover how she's adapted both her own style and our new daywear collections.
I designed the Roxana T Shirt Maxi dress and love the easy, throw on style. It's an instant outfit in a trend silhouette, made from a premium luxe jersey - a simple dress that still makes a statement.
Essentials are always more challenging to reinvent, finding new details that give a fresh new feel to an everyday wardrobe staple. This style is a versatile, capsule wardrobe piece.
Our new Oona collection has a nod to the Prairie influences seen on the catwalks. It’s feminine with a more casual aesthetic. Easy to wear separates feature details of soft frills, statement puff sleeves and smocking.
“Denim separates are key items, along with gingham patterns and small scale florals in earthy tones.”
On the flip side, we have our Asteria collection which is designed to make an impact and give a sense of optimism and escapism. With a versatile monochrome base palette, we added pops of yellow to inject fun. A slightly smarter feel, this story has perfect detailing to suit work or play, making the styles easy to dress up and down, depending on the event…
It's about making a statement: bold geometric inspired florals, strong stripes and colour block. Exploring volume and making the wearer feel confident. A welcome relief from loungewear fatigue - #everydaydecadence!
COVID-19 has meant we’ve had to evolve and adapt our SS21 collections, ensuring that we consistently review our offer to make sure it is relevant in these ever changing times.
We’ve moved to slightly more relaxed silhouettes in a variety of mix and match separates, to give a varied choice and a number of ways to wear for all types of occasions.
We’ve also made pieces that are more functional and transeasonal, with the ability to wear them through seasons with sandals or trainers now and boots later.
The reduced commute has been one personal positive for me, being able to use that time in more effective ways and balance work and spending more time with my children (apart from home-schooling!). It’s a time to promote change for the better, really designing for a purpose, re-engaging with our customer and creating styles she loves that will last forever.
“One of the best things to come from this situation is that we have to start challenging the way we work: is it the most efficient, most sustainable and creative?”
Having more time to be creative and think about every single aspect of the design and how it can be worn has been great.
WFH is all about comfort for me. With juggling work and home schooling 2 boys, I need to be able to run around and multitask.
I like easy throw on styling at home, as time is precious. Instant outfits like jumpsuits and relaxed jersey dresses are essentials. Luxe joggers and sweats are also staples in my wardrobe.
“I enjoy playing with colour it makes me feel energised and optimistic, and also works well on video calls!”
Featuring relaxed cuts and neutral colours, utility is guaranteed to be your favourite SS21 trend.
Discover our denim icons, featuring brand new silhouettes and shades to suit every body age and look.