It all begins with an idea. Having been commended as a strong researcher, my robust knowledge of past and present fashion references has been instrumental in establishing trend-led seasonal direction for LOFT. This story begun through the rabbit-hole of research, travel, archiving and collecting ideas / images till it bloomed into a concept based in Paris, France.

Intensive step by step processes bring this idea to life. Beginning with travel to Europe in Aug '23 we were inspired by the return to 'getting dressed with purpose' with travel, work and the social calendar filling up post Covid restrictions.

Aligning our inspiration to Hedi Slimane at Celine, we made a conscious effort to reduce our print offering and deliver a tight fashion palette for this story grounded in black, white and camel.

Styling is a true passion and strength of mine. When setting direction on all styling for promotional outputs it was important to convey the modernity of this story through sharp outfitting. I wanted to celebrate the purposeful intent of getting dressed again, by building French-cool-gal inspired outfits by using the simplicity of the neutrals and flipping her focus to great pieces. Strong jackets kept feminine with matching-set skirts. Sequin statement mini's clashed intentionally with cosy sweaters. Mensplaid in unconventional feminine items and biker boots anchoring it all. She’s cool, feminine and on the go again. Whether it's back to work in-office or travel abroad her social events are sprinkled in and she's ready!

This Sept '24 collection was immediately well received from our customer. The buy-now-wear-now aspect has seen a positive turn in sales and most importantly an eager response to the fashion neutrals, contemporary trend items and styling. This was a passion project for my team, we felt incredibly confident about this projection and we have been lauded by management that she went there with us!