Psychomoda -Sustainable elegance

Individuality and sustainability have become more than just words for Edinburgh fashion designer Alison Harm, they are the keys to her success.

For the last 36 years the creative entrepreneur has built up an international reputation as one of Scotland’s leading innovators. Her unique style has attracted clients from across the UK, northern Europe and as far a field as Australia.

Founder of the Psychomoda brand, which derives its name from a feminisation of the classic Steve Harley song called Psycomodo and means crazy fashionable girl, she is a beacon of glamorous originality.

“I’m a bit more avant grade than the regular designer, a bit more left field,” admits Alison, who takes great pride in the craftsmanship and care that goes into the production of every one of her garments.

“I started my business wanting to pursue individuality in myself and for my customers rather than just churning out the latest fast fashion.”

Almost everything Alison sells in her shop, from jewellery and soap to clothing and knitwear, is made by her. The only exceptions are a few selected vintage pieces.

Situated just off the Royal Mile, on St Mary’s Street, Alison’s small independent shop is something of a hidden gem favoured by customers looking for something special, either couture or ready to wear, that is unusual but still exudes an air of allure, romance and excitement.

A lot of Alison’s overseas customers go to her for their bridal wear because they appreciate tartan. She has a reputation for being very good at working with all materials but especially tartan and tweed, which she often puts together to create something that is unique and individual.

“I had one customer from France who specifically wanted an Isle of Skye corset and long skirt for her wedding day and she flew over specially to have me make it,” said Alison.

There has been renewed interest in tartan in recent years, partly as a result of television shows such as Outlander, with more customers looking for something that at least gives a nod to an era they consider is seen as more romantic.

“I get a lot of ladies who go to Outlander conventions and they can be adventurous in what they buy. They are not trying to copy Outlander but they want something in tartan or tweed that has a romantic or historic feel to it.”

Even without the Outlander connection there has been a growing appreciation for Scottish fashion as more people become aware of the talent that exists in the country.

“A lot of visitors don’t realise just how fantastic the Scottish fashion industry is until they come here and see it for themselves,” said Alison, whose clients range in age from 25 to 70.

“We have amazing fabrics, knitwear and sense of style. Some big designers, like Chanel and Vivienne Westwood, have tapped into it a little but people don’t realise it extends much further than that. It’s only when they get here they discover that they can walk down the Royal Mile and find amazing clothes.”

Although the last year has been difficult for everyone,Alison, who spent much of 2020 making and donating scrubs to health workers, has been planning on a series of new projects, such as recycling kimonos and working with wool for a fresh range of knitwear.

Long before it became mainstream Alison and Psychomoda has been at the forefront of the sustainable fashion movement.

“Fortunately the fashion industry has woken up to the fact that it is the second largest polluter of the planet next to the oil industry. People can too easily buy cheap clothing they wear once and throw away,” said Alison.

“We have polluted the planet, created poverty for those who work in developing countries manufacturing these garments, and lost biodiversity due to large areas of land being turned over to cotton production.

“Making, remaking utilising textiles and garments again and again has been something I have always done. As a sustainable fashion practitioner with years of experience I can help people make better choices for their own wardrobes.”