I always wanted to be a fashion designer and spent my first five years after graduation working in a small independent woman’s fashion label. During that time, I was invited to pitch for the design of a uniform and it took my career in a whole new direction.
I found working with both the leaders of the companies and the staff that wore my designs a refreshing change from the fickleness of fashion. My designs suddenly had much more meaning and purpose to them than simply adornment.
My career went from strength to strength as I worked with international brands and supported some key British designers such as Jeff Banks, Amanda Wakeley and Bruce Oldfield with their corporate uniform design projects.
I’m curious and analytical by nature and have always been a hands-on designer who wanted to know my craft from the ground up. The scale of the projects I designed allowed me to travel extensively sourcing fabrics, as well as garment manufacturers, from near and far. Also, because I worked with brands creating entire corporate wardrobes for their organisations meant that I was designing a wide variety of products for each different client. I must be very aware of trends and see through fashion trends to create stylish looks that don’t date. I am described as a “Cool Hunter” who identifies a fashion direction before it becomes mainstream and then I adapt it, to ensure it becomes a classic piece.
Through the tens of thousands of men and women wearing my clothing, I know that the power of what you wear can directly influence your confidence, perceived attractiveness and your productivity.
There is more pressure today on women than ever, to look, achieve, and juggle multiple aspects of her life. I 'call time' on organisations and adverts that profit from a woman’s insecurities and instead encourage women to identify and celebrate their body positives through the clothes they wear.
I wanted to create a very simple route for women to gain access to my knowledge and support them as they learn. I don’t believe women should be compared to shapes or limited to certain colours. When we get to know our own style DNA and focus on dressing our body positives, the rest is easy.
Another key aspect of what I do right here in this membership site is express my concerns for the damage that the conspicuous consumption of clothing is doing across the world and how we can change that. When procuring ranges for my corporate customers, social responsibility and environment has always been one of my offerings to them. Sadly, mainstream fashion pushes the social and environmental issues under the table. But by following my approach, we can all make a difference to your own image whilst helping to reduce the pollution caused by fashion. I hope to ‘meet’ you soon as a member of ASKAY!