Denim is a big part of our everyday style — no longer reserved for downtime weekend dressing, denim is being elevated to our work and evening wardrobes. As such, we always have the essentials available, like a skinny leg or boyfriend jean, but we also ensure that each collection has an injection of new styles. For Spring it's all about a 70s mood and here, designer Maria and design assistant Teegan discuss the processes and ideas behind their designs.
We begin a new collection by looking at global trends, using blogs and street style for inspiration. There’s always a very clear denim idea within that. The message this season was the 70s and bringing a touch of femininity to our designs. We found ourselves looking back to style icons of that era who really elevated denim like Charlotte Rampling and Jane Birkin. For us, it was about a clean shaped flare and the culotte — they are the two main pieces. Also, for the fashion girls it's about being brave and wearing denim-on-denim or even a denim jumpsuit to make a sophisticated statement.
We use leading European denim suppliers who visit us regularly to talk about what's happening globally. They bring in fabric samples (presented as tiny jean panels, pictured below) which is really inspiring and often where a new collection starts.
Once we place our designs into production and nominate a factory we ask them for different wash recipes (literally, it's a perfect measurement) to achieve the desired look. We are as picky about our jean colour as our customer is so this process is really involved. Then there's those finishing touches like a distressed worn-in look that everyone loves, achieved by hand through abrasion techniques.
When we're designing the denim pieces we visualise the complete outfit — drawing the silhouette from head-to-toe to see how they work into the full collection. Once design samples arrive we ask colleagues to trial them around the office. Women of all heights, sizes and shapes wear them for few days and then provide feedback. The fit must feel right. There are times when we have samples in the office and they look fantastic and you think they’re going to be perfect, then the trial feedback isn't positive so they won’t go into production.
We are at a place now where it's so wearable and across every style: skirts, shirts, shorts, jumpsuits, dresses and outerwear. Is there a thing as too much choice? We don't think so.