DESIGNER Focus

At a time when the pandemic has steered people towards comfort food and even more comfortable clothing, what does being a fashion designer mean to you?

It means it’s time to listen. Our women have needs, and we need to cater to those needs – not try to force a zeitgeist that is no longer relevant. If comfort is king now, then let’s make fashion more comfortable.

It’s been a complicated year to say the least, so with all the uncertainty in the air, what’s next for the brand?

Apart from the traditional cottons that people know us for, we are also exploring romance in our collections a lot more and introducing more fluid fabrics. It’s exciting because being able to work in different materials allows a lot of freedom as designers.