With the pandemic forcing many businesses to reassess old models and adapt to the “new normal,” you stated that this could be a pivotal moment for yourself and others. What does this mean today, for yourself, and for your brand moving forward?
The pandemic has forced many (if not all) fashion businesses to reassess and revaluate. When we first went into lockdown, all our orders were cancelled. We lost big orders with huge international stores and that was difficult to process. But there was this sense of unity – that it was happening to everyone – which kind of made it easier to deal with in a way. The pandemic forced us to pause as a business, and I couldn’t be happier that we stopped. Like many fashion labels we’d spent years chasing the same goals: more stockists, more sales, bigger shows etc., etc., etc. It wasn’t me, and is not how I work best. Working with people and communities will be at the heart of what I do going forwards – that’s for sure. You’ll see from me smaller, more focused, more intentional and deliberate collections.