Trends – Emilia Wickstead

Tell us about your background and your brand…

My mother, Angela Wickstead, was a made-to-measure fashion designer, so it was always something that was part of my life. I grew up in New Zealand but when I was 14, we moved to Milan, which was the fashion hub of the world. From there, I went on to study fashion design and marketing at Central Saint Martins, and gained industry experience work- ing at Proenza Schouler, Narciso Rodriguez, and American Vogue. After I graduated, I launched my brand as a made-to-measure atelier and opened my first store in Belgravia. By creating a strong clientele base, I was able to develop the brand further and introduced ready-to-wear at London Fashion Week in 2012.

Categories: Fashion-Trends - Emilia Wickstead

Categories: Fashion-Trends - Emilia Wickstead

You recently worked with Fran Hickman to redesign the interior of your Sloane Street boutique. Can you tell us about this new look and feel…

We were inspired by the American modernist architect Richard Meier, who designed the Getty Center in LA. The upstairs area is all about openness and clarity. The downstairs, where we have bridal and bespoke, feels soft, comfortable and cosy — more like an exciting and colourful living room for ideas to come to life. It was heavily inspired by interior decorator Dorothy Draper, and her maximalist use of colour and explosion of print.

Categories: Fashion-Trends - Emilia Wickstead

How would you describe your own aesthetic?

It’s all about redefining the codes of femininity, putting the sensuality back into sexuality. Taking a traditional approach, but adding a modern twist. It’s clothing for women who are confident and sophisticated, and it tells the story of a real personality.  I find inspiration everywhere: opening a book, going to markets, seeing someone in the street, or traveling to another city.

What can a bride expect when they engage you to make their bridal or occasionwear?

Our wedding business began very organically. We don’t do a wedding collection, just bespoke garments.  Initially, the bride will meet with one of our bridal consultants at the store to tell us about whatever ideas or inspiration they have, then I meet with the bride and develop a bespoke design with specially sourced fabrics, and with their aspirations and ideas in mind, as well as my own. Next, we have a calico fitting where we’ll play with the design before moving onto the fabric. I do every bridal fitting myself.

Categories: Fashion-Trends - Emilia Wickstead

What are your favourite kinds of fabrics to work with?

Anything spongy that doesn’t crease and has texture will make the best garments to take you from day to night, seamlessly.

Which are some of your favourite wedding gowns from history?

Balenciaga and Dior have made classic silhouettes that will never go out of style.

Categories: Fashion-Trends - Emilia Wickstead
LFW_SS16_Emilia_Wicksted by jamiebaker at London Fashion Week

What’s your average day like?

I start off in the morning with the kids. I take my daughter to school and get my son ready, then head to work. I’m pretty busy at the office all day and usually have lunch at my desk. Sometimes I’m meeting clients, or going to events, shows and fittings. I try to race home so that I at least get home before my daughter goes to bed. To balance career and family life, I think it’s important not to overdo it. You need to take time out and recharge so you can come up with better ideas.

Categories: Fashion-Trends - Emilia Wickstead

Tell us a little about your own wedding…

My wedding was very personal. I created my own dress and designed most of the outfits for the wedding party, including 10 grown-up brides- maids, who each had their own unique dress in the same fabric, which was a nude/champagne colour. My dress was ivory. You can see the dress on Vogue.com, as our wedding was in Vogue and the US edition of Town & Country magazine.

Do you have any advice for brides-to-be currently looking for the perfect wedding gown?

Less is more.

emiliawickstead.com