Q: What is the foundation of your creative practice at Holland Street Studio?
A: My practice, established in 2011, revolves around developing wearable, engineered textile print designs. This approach was refined during my studies at the Royal College of Art and further honed through my experiences at Alexander McQueen and as Head of Print for Zandra Rhodes. My guiding principle is: “innovation, where concept, sustainability, and craft collide.”
Q: Can you describe your design process?
A: I start with large-scale, hand-drawn prints, which are then transformed into three-dimensional, wearable pieces. My design philosophy embraces minimal-waste production methods, utilizing digital print technology to ensure efficiency and sustainability.
Q: How do you approach garment construction and inclusivity?
A: My designs predominantly feature loose-fitting silhouettes inspired by eastern dress. These garments are gender-free, one-size, and fully inclusive, ensuring timeless relevance throughout history.
Q: What is your stance on sustainable fashion?
A: Many perceive sustainable fashion as a compromise, but I advocate for conscious consumption—buy less, but buy better. I believe design should be beautiful in both consumerisation and production processes.
Q: How does your production method contribute to sustainability?
A: I have developed a method of designing and printing that minimises material, ink, water, and wastage. This innovative process allows 2D flat prints to transform into wearable, 3D garments—simply by cleaver production methods and some extra thought into concept.
Q: How has this approach shaped your perspective on fashion?
A: Adhering to these formulas and processes has allowed me to approach fashion from a commercial perspective. As a self-taught seamstress, I resonate with fashion designer Paul Poiret’s (1879–1944) views on the relationship between dress and art, best summed up by his quote: “Dresses are like pictures; there is only one place where you can put a splash of colour. Here or there is not good enough; it has to be precisely placed.” I consider these elements carefully while designing cuffs, belts, and collars to ensure meticulously engineered garments.
Q: Where do you draw inspiration for your prints?
A: My prints often convey themes and concepts through patterns, drawing from cultural and social contexts. While I frequently explore 20th-century Japanese graphic design, I remain open to inspiration from all artistic movements.
Q: How has Tim Walker influenced your creative practice?
A: My fascination with Tim Walker began at his Story Teller exhibition at Somerset House in 2012/13. It was there that I first experienced the power and ambition of his work. His photographs—described as “extravagant in scale and ambition” and “instantly recognisable for their eye-opening originality”—are imbued with life, colour, and humour. His perspective that the camera is “simply a box put between you and what you want to capture” resonates deeply with me. His themes of dressing up and exuberant, fun displays inspire my practice and final pieces, embodying spontaneity and freedom.
Q: How does your work aim to create an immersive experience?
A: I am committed to crafting an exciting journey that blends adventure, humour, and fun through print design. My aim is to capture the mood and stories of adventurous times, weaving energy and narrative into every piece.
Q: What role does education play in your work?
A: Drawing from my experience as a tutor, I have several ideas for workshops that focus on textile design and drawing. I see education as a vital part of the creative process—an opportunity to inspire others while fostering deeper engagement with design.
Q: What is the core ethos of Holland Street Studio?
A: Our ethos is rooted in experimental, engineered textile compositions, vibrant prints, and meticulous craftsmanship. We aim to create delicate beauty that is bold and brave.
Q: How has Holland Street Studio been recognized in the industry?
A: BBC Culture Journalist Liza Foreman described our brand as “one of the designer brands taking the kimono into the future,” and The Financial Times praised our garments as “kaftans and kimonos that capture the zeitgeist.”
Q: How do your designs reflect the principles of sustainability and inclusivity?
A: Every piece we create embodies both aesthetic appeal and ethical values. By merging sustainability with inclusive design, we ensure our work aligns with the fundamental principles of Holland Street Studio.
