New Zealander - Designer | 1983 -
I don't think there's any excuse for not being able to put on a beautiful product and make yourself feel fabulous. Just have some key pieces in your wardrobe that aren't seasonal.
Emilia Wickstead
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The majority of our clients are British. They want to wear things time and time again.
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I love the idea of a dress or a coatdress rather than a suit with a jacket.
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I love doing fittings and seeing women look really confident in their clothes because they're not wearing something too boxy but that really shows off their figures. Everybody has a different figure - it's important to design for different shapes.
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I think that the typical Emilia Wickstead women is very effortless, very sophisticated: she's got alluring style, and she's always taking on fashion. I always describe her as 'imaginative with her own taste'.
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I like to think that people are buying Emilia Wickstead because they want to keep it in their wardrobe as an investment piece; she's not just buying it because it's of the moment or what's currently in season.
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I think that we cater for the woman that wants to be fashion-forward but also wants to purchase an investment piece that she'll have in her wardrobe forever.
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I feel like British designers are having a real moment; there's a lot of freedom to be different, and I think that that's what so unique. There's no expectation of what you're going to see at London Fashion Week, and I think that's why you get such a mixed bag of sweets.
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I have clients from 19 to 80 years old, and the way I work means that they can take the same dress and shorten, lengthen it, remove the sleeve, adjust details - and make it their own. They get a piece that is right for them. It's a clever way of shopping in this economy.
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I never get my hair done. I just do it myself.
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Once, four friends and I cut all our hair off, like boys. A couple of them cried afterwards, but I thought we looked really good.
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I love everything I design.
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