We got up close with the Creative Director and Founder of luxury online magazine Stylenest. Plus we are giving you the chance to win a £50 voucher.

We have become mildly obsessed with our new favourite luxury online magazine  Stylenest.  We consider it to be the lifestyle bible for yummy mums so were over the moon when its founder, Hannah Rouch agreed to have a chat with us about it.

the lovely Hannah

Hannah started her career in fashion and beauty journalism at The Sunday Telegraph’s Stella Magazine.  She then went onto become the Editor of Red Online.  In September 2011 she launched Stylenest.

The Dressing Room(TDR): Hannah thanks so much for giving us the opportunity to chat to you about our new favourite online magazine.  Can you tell us how the concept came about?

 Hannah Rouch (HR):I’m at the age where many of my friends are having babies. Many found they lost confidence post-pregnancy with their style and came to me for style advice or would ask me for some quick fix beauty tips. The more they asked, the more I realised that there was no website for mums that focused on the mum herself, her needs as a woman not just as a parent.

 Essentially, pre-baby she was interested in fashion, style and beauty and liked to travel to luxury hotels. This doesn’t have to change when you become a mum.  – it’s just a question of adapting these slightly to fit your new lifestyle. So, I wanted to create a stylish, one-stop-shop where mums could get a little advice for themselves, find great ideas and clothes for the kids and pick up a delicious family friendly recipe all in one visit.

 Mums are always juggling a million things at once so it was important to me to create a site that was easy to use and navigate. We aim to make the modern mum’s life a little easier.

TDR: For anyone new to Stylenest, can you explain a bit about the features, focuses and content of the magazine?

HR: StyleNest is a one-stop shop for busy mums. We cover fashion, beauty, travel, recipes childrenswear and more.

We take the latest trends and make them wearable and practical for the busy mum, bring you top beauty tips  and round up the tastiest recipes from family friendly, to quick and healthy meals to tasty treats and party food. We also have interviews with inspirational mums and reviews of the best family friendly hotels and restaurants.

There isn’t much we don’t cover!

Our children’s pages focus on clothing from 0-14 as well as our pick of the best toys and and decorating ideas for nurseries and children’s bedrooms.

TDR: You must be thrilled with the great the response the magazine has had after such a short time, has it exceeded your expectations?

HR: Absolutely. The response has been great and just keeps getting better. I set StyleNest up as I thought there would be a demand for a site like this but I never knew it would take off so quickly.

TDR: How did you decide on the name StyleNest, which we love by the way?

HR: Thanks. I wanted something that suggested motherhood yet didn’t sound like a parenting site. Style is at the forefront of what we do and had to be in the name somewhere. After a few weeks of playing around with various names and words I came up with StyleNest. I new instantly this was the right name for the site.

TDR: You left a very established online magazine to set up Stylenest, did you at any point panic about launching something completely new?

HR: Ha, yes! It was such a scary thing. I had always worked at very established publications, starting my career at The Telegraph and then most recently Red. But I really believed in the idea and thought if I didn’t take the leap now I would never do it. 

TDR: So many of the magazines today seem to focus on the lives of celebrities.  Stylenest doesn’t which is so refreshing, was this a considered decision?

HR: Definitely. I think as women we beat ourselves up about how we look all the time and compare ourselves to everyone so we certainly don’t need anyone else telling us how wonderful celebrities look just weeks after giving birth. We have a get the look page which focuses on celebrities and old movie icons, but essentially these are just women who inpsire us and who we think have great natural style.

we couldn't agree more.

TDR: How many of you are there in the Stylenest team?

HR: There are just three of us, Astrid Carter who is the Assistant Editor and Charlie Barnet who is Features Writer. We also have some fantastic contributers who help bring it all together including all of our fab bloggers and our beauty columnist Eleanor Tucker.

TDR: What has been your proudest moment with Stylenest so far?

HR: The day we launched was incredible. We had worked so hard to get everything together and had been furiously writing away for weeks. It was great to see it all come together, launch smoothly and most importantly get great feedback from our readers.

TDR: You have a wealth of fashion experience behind you so here are some quick fire questions to give us a little insight into your fashion likes and dislikes;

TDR: Favourite fashion trend this season?

HR: It has to be prints a la Preen, Peter Pilotto and Sportmax. This summer I will most definitely be teaming a bold printed blouse with some cropped printed trousers. I have my eye on a few at Whistles. 

Peter Pilotto Spring 2012

TDR: Fashion trend you won’t be wearing this season?

HR: I love the modern sporty look as seen at Kenzo, DKNY and Stella but  personally I like to wear something a little a little more structured and tailored.

TDR: Favourite fashion trend of the last decade?

HR: It would have to be the 1940s.  I love the lady-like elegance of the era.

1947 pattern book

TDR: Favourite fashion capital?

HR: London. I love London – it is such a vibrant and eclectic city. Fashion is really individual here. It’s such an exciting City to live in for style inspiration.

HR: Paris would be a close second though.

TDR: Favourite designer or label?

HR: Louis Vuitton and YSL for accessories

J Brand for jeans

Whistles and Zara for blouses/blazers – all the essentials

I also own too many converse and pairs of Rupert Sanderson

TDR: Favourite childrenswear label?

HR: Tootsa Maginty, Elfie London and Mini Rodini are real favourites.

TDR: Your ultimate style icon past or present?

HR: I love Jane Birkin. She was so beautiful and managed to look incredible in a simple white tee and jeans.

Jane Birkin

HR:Are you a heels or flats girl?

TDR: Heels. I’m only 5’1 so heels are a must. But on weekends I will mooch about in my converse.

TDR: Dresses or jeans?

Jeans. I love J Brands and MIH.

TDR: Your staple outfit when having a ‘I have nothing to wear’ day.

HR: On the weekend it would be a Breton, jeans, and parka. For something a little smarter my jeans, silk blouse from zara and my Malene Birger black blazer finished off with leopard print Miu Miu court shoes.

TDR: Define a yummy mummy for me.

HR: A mum who is comfortable in their own style. Who doesn’t follow trends but is inspired by them. A mum who looks after herself but will always put the kids first. A StyleNest mum.

TDR: Top fashion tip.

HR: Don’t be led by trends. Pick a few key pieces you like and can easily incorporate into your wardrobe. This season try a silk, printed blouse and team with your classic blazer and skinnies or swap your favourite jeans for a pair of coloured jeans. One piece will nod to a trend yet will keep your look sophisticated and grown-up.

Ba&sh Bari silk print shirt

7 for all mankind coloured skinnnies

TDR: Thanks for that.  Finally and without giving too much away, what exciting things can we expect to see during the forthcoming year with Stylenest?

HR: We are working on a redesign which will be launching in May which we are really excited about. and we have a few sister (and brother) sites in the pipline but I can’t say too much at the moment.

TDR: Ooh exciting! We can’t wait!  If you haven’t already do make sure you have a read of Stylenest.   My only advise put the little ankle biters to bed first,  as it really is one online magazine you can while away the hours reading!

We are offering 3 lucky ladies the chance to win a voucher worth £50 to spend online.  Hurrah! All you have to do is go through to our contact page, fill in your details and send us a message telling us what you think makes a yummy mummy!

Please note by entering the competition you, will automatically be added to our mailing list.  Competition winners will be announced on Monday 23rd April.

It’s been lights, camera, action down at The Dressing Room this week!

And Action!

It’s been a busy and exciting week with the fashot.tv film crew in on Tuesday.  The crew were here to film a brief interview with Deryane and video footage of her styling some of the gorgeous Butter By Nadia dresses.

Couldn't resist showing you this one as it's new in this week & is gorg!

Sorry I digressed but only slightly!  The video should be live within the next week or so but in the meantime here are some of the stills from the day!

That's a rap!

Exclusive Interview with Chloe Moss of ChloBo!

Read what happened when we got chatting with who we deem to be the jewellery designer of the decade, Chloe Moss aka ChloBo.

The gorgeous and talented Chloe Moss

We know you are the brainchild behind the brand but do you work with a team of designers?

Yes we all get involved – it’s a great team & i’m very lucky.

If so how many are in the team?

There are 16 of us now – including admin & finance!

Why the name ChloBo?

That’s what i’ve been called since I was about 2!

How would you describe the concept of ChloBo?

It’s very wearable, its collectable & suits all ages.

Who is the ChloBo wearing woman?

Someone that likes to stand out & be different.

It seems beautiful new collections keep evolving, where do you get your inspiration from?

I get inspiration from my travels, I love vintage markets & I love fashion.

How long does the process take from designing to the finished product?

From first design to finished product – around 4 months.

Which collection is your favourite to date?

I’m loving this seasons Smoulder collection.

The stunning Smoulder collection

We love all your unique charms, but which is your favourite charm and why?

Oooh hard – I have lots of favourites – love peace, skulls, skull cross though!

And we can see why!

Loving this skull cross too!

Within the ChloBo range, there are bracelets, rings, and necklaces, do you plan to design earrings at some stage?

Definitely – something I am looking into for next year.

We are obviously very excited about our collaboration with you and love the exclusive bracelet you have designed for us, can you tell us what your design inspiration was?

Wanted to make something classic & simple that can be worn on its own or in between the stach & I love angels.

WIN YOUR OWN ONE OF THESE GORGEOUS BRACELETS  IN OUR COMPETITION- DETAILS AT END OF INTERVIEW!!…

ChloBo have a growing celebrity following from Cheryl Cole to The Saturdays but who was / is the celebrity you were most excited to discover wearing it?

The brand was still new when Alex Gerrard started wearing it – so we were very excited then. She really helped build brand awareness & I owe a lot to her. Obviously when Cheryl Cole wore it on the X Factor – that was hugely exciting!

Alex Gerrard looking fabulous in her ChloBo

Who would you love to see wearing ChloBo?

My fave girl at the moment is Rosie Huntington Whitley.

Favourite fashion magazine?

Grazia & Vogue

Heels or flats?

Both – depending on my mood & where im going!

Who is your style icon?

Kate Moss

Uber cool Kate Moss

Favourite shopping haunt?

Anywhere that has shops! Im a shopaholic! I especially love the shops in Ibiza.

Fashion item you can’t live without?

Leather Biker Jacket.

What is on your ipod right now?

Disco!

How do you relax?

Going to the gym or running & obviously I love vegging out on the sofa!

We know JuJu is your favourite bar in Barbados (we loved the JuJu collection this summer) but what is your favourite cocktail?

A Dirty Martini

If you hadn’t gone in to jewellery design, what career path would you have taken?

The stage! Haha – or gone on to travel.

Well we are so glad you didn’t choose a different career path Chloe, our arms would be bare without you!

Interview by Tanya

COMPETITION TIME!!!!!!!  So, your a ChloBo fan?!!… Who’s not to be honest! We have got just the competition for you- you could win one of the Chlobo Bracelets designed Exclusively for the dressing Room. All you need to do is TELL US WHY YOU LOVE CHLOBO! Post your comment here on our Blog or Like our facebook page and comment on there or Tweet us!- Simple as that! The winner will be picked on Monday31st October, so get posting!

 

An interview with Wish Handmade Jewellery, the designers behind our exclusive Dressing Room Collection

Who are the designers behind Wish Handmade?
Helen Durham and Sarah Regan

Were you friends before going into business together?
Yes

If so, how long after knowing each other did you decide to go into business
together?
We met at our sons post natel group, 8 years ago and immediately clicked.
It was great because our sons are really good friends too. We have both
always loved fashion and jewellery and started doing jewellery parties
together selling someone elses jewellery. It was one morning in Sarah’s
kitchen, we started to discuss ideas for bracelets and necklaces that
we had thought of and realised that what we really want to do was make
the jewellery ourselves so that was it we began to source beads and
everything we would need to make beautiful jewellery and WISH was
born!

Were you ever worried that it could put pressure on your friendship or would
you say that is has brought you even closer together?
No, it has brought us closer together.

Who decided on the name Wish Handmade?
It took us a long time. We had everyone trying to think of name for us.
We had some very strange ones, Boho Blue, Star,we liked them for a few
days then go off them. Then we came up with WISH and it just seemed
right and we still love it now!!

Are there a team of designers working together with you and if so how big is the
design team?
No it is just us. If we are really busy, at Christmas etc we rally family
members to help!

How would you describe the concept of Wish Handmade?
Fashionable, affordable jewellery

How would you describe The Wish Woman?

Wise, Intelligent, Sophisticated, Happy!

How long does it take to make one piece of beautifully handcrafted jewellery?
Once we have decided on a design a simple bracelet can take around
10mins a more complicated design will take longer

We are obviously very excited about our collaboration with you and love the
exclusive collection, can you tell us what your design inspiration was?

After supplying The Dressing Room for over 2 years, we felt we knew the type of
design and colours that Deryanne and her clients would like. We then set about
sourcing the different charms and beads the designs followed.

What is your favourite piece and why?
Helen – The Wish, Hope, love and believe tag bracelets because of their
quirkiness and vibrant colours…I actually love it all!!

Sarah – The Glitterball tassle nklace because it can dress an outfit up or
down.

Wish Handmade is already gaining a celebrity following. Who you were most
excited about wearing it?
Fearne Cotton because she was the first celebrity we saw in a magazine
wearing our bracelet and Denise Van Outen because she has always been
very supportive of our brand.

The gorgeous Denise

What are you ultimate goals for the brand and what can we look forward to
seeing in the next 5 years?
We would love to become a recognisable name and to expand the business
to have more stockists throughout the UK.

We want to get to know you a little better so can you tell me who panics most
under pressure and any annoying habits you’ve discovered about each other that you didn’t know before?
Helen panics the most under pressure and worries that we are not going
to meet a deadline where as Sarah is very calm and level headed and
always very organised.

Do you find it hard not to talk shop all the time even when you are out of the
office?

We do talk a lot of shop but if we are with other people we try very hard
not to.  Our family and friends are so supportive and proud of what we have
achieved that they love to hear what’s the latest with WISH so we do
tend to spend a lot of time talking about it!

Sum up in one sentence how you would like the brand to be remembered?
The perfect finishing touch to every outfit!

Check out the gorgeous exclusive collection online by Wish Handmade.

The gorgeous and delectable design duo Dannii Minogue and Tabitha Somerset Webb wow us again with Project D!

We are so excited about the anticipated arrival of the new collection and it seems like we aren’t the only ones!  Check out this week’s feature in Grazia Magazine.

We caught up with these two lovely girls a few months ago so if you missed our exclusive interview the first time around then now is your chance to read it again.

http://thedressingroomstalbans.wordpress.com/2011/04/26/we-got-up-close-and-girly-with-our-two-favourite-fashionistas-dannii-minogue-and-tabitha-somerset-webb-from-project-d/

So the wait is nearly over girls; we should have this stunning collection in by the end of the week.  Hurrah!  We promise you’ll be the first to know as soon as it arrives.

We got up close and girly with our two favourite fashionistas, Dannii Minogue and Tabitha Somerset Webb from Project D

Project D is one of our favourite brands here at the Dressing Room – in this interview, we talk about the brand’s origins; how the girls work together, their style icons and what to expect from future collections…

We know that you two lovely ladies have been friends for years but how long after knowing each other did your dreams of working together become a reality?

We had been friends for several years and always toyed with the idea of working on a clothing line together, but it was on a power walk only about 18 months ago that it just clicked and we thought ‘yes, we have to do this!’

Were you ever worried that it could put pressure on your friendship or would you say that is has brought you even closer together?

We were just so excited about working together we didn’t really worry about that. Even when things are stressful we manage to find something to giggle about.

Who decided on the name Project D?

Project D was a kind of code name we used in the early days when we were trying to keep everything under wraps. When it came to naming the brand it just seemed to make sense to us that this should be the name.

Are there a team of designers working together with you and if so how big is the design team?

 The two of us design together – we bounce ideas off one another, share inspirations, talk each other in and out of the latest crazy brainwave and make it all happen as a team. We also now have a fab technical sketch artist and an in house pattern cutter who help us make all of those ideas a reality.

How would you describe the concept of Project D?

 Our collections are always based around the same principle – beautiful pieces that make a woman feel feminine and confident. We want to take the stress out of dressing for the modern woman – fashion should be fun so we do the hard work for you.

Who is the Project D Woman?

We don’t follow fads or trends and we are both very different shapes so we can understand how different women approach fashion. We hope that whatever shape, size or age you are, there is a Project D dress to suit you. Dannii likes structured dresses with nipped in waists that really accent her petite figure, while Tabs loves dresses that skim her curves.

We consider the fact that some women like to cover their knees or hide the tops of their arms and we recognise that some like to highlight their cleavage or a tiny waist – there is something for everyone!

There definitely seems to be a Bond theme with the names of the dresses this season.  Moneypenny, Goldfinger for example.  Who is the closet Bond fan and how do you come up with the names generally?

We both love watching old Bond films and find inspiration in the glamour of all the old Bond Girls (who doesn’t secretly want to be a Bond Girl?!). Generally we brainstorm at the beginning of each season and come up with the names over a bottle of wine. Who said work couldn’t be fun?

Spring summer 2011 is a simply stunning collection but what was the design inspiration?

As always, we wanted to create a collection that could take a woman from day to night with cute day pieces such as the gorgeous printed Anya dress for summer garden parties, right through to the chic and structured Moneypenny with butterfly crochet for more formal occasions.

We all have our favourite dress, what is yours to date and why?

D: I love love love the Domino. It’s a gorgeous layered one shouldered maxi dress. I wore the black version on last year’s X Factor and had an amazing response. It is so nerve wracking wearing one of our dresses on the show but the reaction was amazing! It also comes in a gorgeous antique cream – perfect for summer weddings.

T: I love our red carpet looks but I think from this collection, the dress I’ve worn the most is the Mimi. It just works for any occasion. I can wear it with flats in the day at work and then with some killer heels and fab jewels for the evening.

Dannii's fav, The Domino Dress.

Some of the dresses feel vintage inspired, who would have been your biggest style icon of decades gone by that you would have liked to see wearing a Project D dress?

T: Marilyn Monroe

D: Audrey Hepburn

They are both incredibly beautiful women who became icons of their time. Audrey Hepburn’s understated elegance is still recognised today as the epitome of chic, while Marilyn Monroe’s vampish style oozes a timeless sex appeal.

The Iconic Marilyn Monroe

The beautiful Audrey Hepburn.

Can you give us a little insight into what exciting pieces we might expect to see in the fall collection?

We’ll be continuing with the Project D signature – lots of glamour, gorgeous original prints and ultra-feminine shapes.

What are you ultimate goals for the brand and what can we look forward to seeing in the next 5 years?

Without giving too much away (!) we want to slowly develop Project D by building on our strengths and ultimately create a real lifestyle brand. We have so many ideas. There is a lot to be excited about!

Okay girls time to dish a little dirt,  who panics most under pressure and any annoying habits you’ve discovered about each other that you didn’t know before?

Ultimately we both thrive under pressure but we are also really good at keeping each other calm when we need to. We laugh a lot which helps too. There are no annoying habits but we do work rather differently. Dannii likes to be tidy and very organised while Tabs is perhaps a little more chaotic in her approach!

Do you find it hard not to talk shop all the time even when you are out of the office?

Not really. First and foremost we are friends so any work chat generally descends into a good girly gossip anyway!

Check out their gorgeous Spring Summer collection online.

You can shop our fabulous range of Project D dresses online or instore at The Dressing Room right now!

Interview by Tanya, The Dressing Room’s PR guru!

Exclusive Interview!We get up close and personal with the masters of Hudson denim!

 

When was the brand first launched?

2002

Who is the brainchild behind the brand?

The brand was founded by Peter Kim who is the President and CEO

How many people are in the design team?

15 and it is lead by me, Ben Taverniti, Creative Director

Why the name Hudson?

It is a very established name which was important when the brand was launched .. Peter wanted something that felt ‘familiar’ .. even if you didn’t know it, you would act like you did.

We know that Hudson, are the ultimate jeans in comfort and fit and frankly we love you for it but did you feel there was a gap in the market for flattering jeans?

What really attracted me to premium denim was what it stood for .. the spirit of it all .. rebellion, irreverence, rock n’roll, creating your own destiny .. this influenced the brand and the product.

Each season, you add new colour washes or styles for example this spring summer has seen the introduction of the baby bootcuts and the mid rise, where does your inspiration come from?

Traveling – key secret spots in each city that inspire me – the people, the style, sensibility, the vibe … and from that I sit with my design team and the magic begins.  Ben

Baby bootcuts, loving this alternative!

Carly Mid Rise. Gorgeous!

How do you create and source the different colour washes?

I could tell you but then I would have to kill you … =) Just kidding … It’s really a big process .. starts with inspiration which leads to vision to creation … there is no 1 formula .. it is a lot of expertise and gut/instinct all at the same time

What is the style of jean that you are most proud of?

They are like my kids I love all of them and they are all really relevant. But if I had to pick one, I love the Ferris Flare in Telford wash. I love it because it’s versatile, flirty, and fun.  Accessorize it your way!

The union jack flag is a signature pocket emblem for Hudson.  You are an LA based brand so why the British flag?

Our Brand DNA .. we are born in Los Angeles, California but rooted in London.  British Cool coupled with the ease and freedom of California

Georgia May Jagger is the gorgeous face of Hudson, how for you does she sum up the Hudson woman?

Georgia is our muse .. her genetic dna (father Mick Jagger is British, mother Jerry Hall is American born in Texas) and our brand dna are the same .. She is everything that defines the HUDSON woman … effortless stylish .. very ambitious in creating her own destiny and cool .. she doesn’t try to be, she just is.

Hudson have a huge celebrity following from Rihanna to Cameron Diaz but who was / is the celebrity you were most excited to discover wearing Hudson?

Georgia May Jagger (of course) .. she was wearing the brand before we even spoke to her about being the ‘face’ of the brand.

Have you ever designed a jean with a celebrity in mind?

HUDSON by Georgia May Jagger collection that we just launched is the exception .. we built that product for Georgia .. everything that she wanted in a jean .. her vision of what a jean should fit like, look like, feel like on

Other than that, we do not design with a celebrity in mind.  At the end of the day, we do not have endorsers of our brand .. we have fans .. they have to love the product for what it is and not who it was intended for.

What has been your best Hudson moment where you had a real sense of ‘Yes we’ve done it?’

Make no mistake .. for where we envision this brand going, we have a long long way to go .. We are trying to build something that will be here way after my time here .. we want it to exist for generations ..

But if I had to pick just one, going back home to Paris during Paris fashion week this past March and having our HUDSON by GEORGIA MAY JAGGER launch event at Montaigne Market and Le Baron .. that was pretty cool and close to my heart .. felt good.

Can you give us an insight into what exciting things we might expect to see in the fall collection?

We’ve got some great things planned and so many amazing pieces to the brand ..From our core collection, to HUDSON by GEORGIA MAY JAGGER renewed, to our HUDSON Collection .. wait till you see it!

What are you ultimate goals for the brand and what can we look forward to seeing in the next 5 years?

We  ultimately want to become a ‘way of life’.  To build community around product and to create an environment where HUDSONites all over the world can partake in what we do everyday … living life to the fullest and impacting change through influence.  Next  5 years … keep doing what we do by staying focussed, keeping it simple, and most importantly, keep it real.

Sum up in one sentence how you would like the brand to be remembered?

Never forgotten!

Interview by Tanya, The Dressing Room’s PR Fashionista!

WIN A PAIR OF HUDSON JEANS IN OUR FACEBOOK COMPETITION!!!…. All you have to do is LIKE our Facebook page, or if you are already a fan LIKE the competition post and you automatically go into the draw to win an amazing pair of Hudson jeans worth over £180! You’ve got until 5th May to enter. Wouldn’t mind winning that one myself!! Good luck!

The Dressing Room get up close and personal with the masters of wardrobe staples, American Vintage!

Here’s what happened when we caught up with our design heros…

American Vintage has fast gained notoriety in the world of fashion since its launch in 2005 but who are the designers behind this brand?

American Vintage‘s collections are designed by a team of Designers. Michaël Azoulay (CEO) works with a team of designers composed by Laetitia Guerini and Celine Jeandaine.

How did the label come about?

In 2005, after several trips to the United States, Michaël Azoulay, a 26 year old entrepreneur from Marseille (South of France), became aware of the numerous possibilities offered by the treatment of cotton.  With this in mind, he started with a basic T-shirt line. Then developed collections season after season, mainly using cotton, mixing it with different materials like silk, linen or cashmere. The designers’ team developed global collection, offering different kind of pieces to create total looks.

It hails from the South of France so why the name American Vintage?

The name has been inspired by Michaël’s trips in the USA

What is the concept of the brand?

American Vintage is an authentic, feminine and modern brand. It’s a concept brand offering unique, pure and chic collections.

You originally named each style under US states, is it true that you have now run out and if so what is the story behind the new names?

We are still using US states names or cities – it is a collection guideline; but we also use some of their less-known nicknames, such as “Cotton State” Alabama or “Citrus State” Florida.

Each season you add new twists to your best selling staple shapes for example spring summer sees a new take on the best seller Jacksonville with its round neck and cap sleeves.  Where does this inspiration come from?

Inspiration comes from many things like travels, trends, fashion shows, blogs, and life.

Gorgeous new colours keep evolving, how do you create and source the colours?

Each season, new colours are created. As for collections, inspiration comes from pictures, travels, material samples. Colours are developed with suppliers to find the perfect one.

How would you describe the American Vintage Women?

There is no stereotype, but The American Vintage Women are authentic, chic and simple. She is an active woman aware of fashion trends.

We all have our favourite style of the brand, what is your favourite style to date and why?

For this season one of our favourite styles is the Beehive State and the Lincoln.  The Beehive State is composed by twill 100% viscose which gives it softness and flowing lines. This line is pure and modern.  Then the Lincoln is composed by china crepe 100% silk. This line, printed by flowers is authentic and vintage. This line is very interesting because it’s like a renewed

What was the design inspiration for Spring Summer 11?

We were inspired by 70’s with a bright mix of Japanese rigour.  We did hand-crafted vintage treatments to obtain casual and contemporary styles.

Can you give us your top tips on how to wear the brand?

Each person has to express oneself with the collection. The brand is adapting to women not the contrary.

Can you give us a little insight into what exciting pieces we might expect to see in the fall collection?

The future fall collection will have large pieces like long cardigans in comfortable wool.

What are your ultimate goals for the brand and what can we look forward to seeing in the next 5 years?

Ultimate goals are to develop the brand internationally and to open more American Vintage stores.

Sum up in one sentence how you would like the brand to be remembered?

American vintage is a brand known for its large and subtle colour scale, as well as for its comfortable material diversity.

Interview by Tanya, The Dressing Room’s PR Guru