We generally start the season in the office, brainstorming silhouettes, colour palettes, special details and overall themes for the collection.
From there we start the sketching process and put together rough ideas on paper before we hit the streets to begin the hunt for fabric.
For an independent growing label like ourselves, fabric is the most challenging part of the process. Not only do we want to ensure we use ethically sourced fabrics, but we also need to negotiate meterage minimums. It’s a tricky balance to get the right fabric, at the right price, in the right quantity. We source all our fabric and trims in Istanbul, where we are based. Our favourite neighbourhoods to hunt for ‘kumaş’ (fabric in Turkish) are Osmanbey, Akşemsettin, and Merter.
Once fabric samples are chosen, it’s pattern making and sample cutting time. This is a long process as many adjustments are needed along the way to ensure fit and quality are up to standard.
When the sample collection is complete, we then plan the photoshoot. This is involves creating a moodboard, choosing a model, location and styling the looks.
For Autumns Winter 17’ we shot the campaign in a beautiful historical building in the Galata neighbourhood of istanbul. The high ceilings, white walls and large sunlit windows were the perfect backdrop for the campaign.
Our team for the day was Model, Sophie Lord, Photographer, Daria Norkina, Photo Assistant, Natalie Kurcenli, Assistant Zeynep Uldeş and designer Megan Mummery.
From the shoot we can create a lookbook, which we use to share the collection with buyers, media, and customers.
This season we took the collection to Paris Fashion Week, Capsule Show. Here we previewed the sample collection to potential buyers. And had a fabulous week visiting the many treats Paris has to offer...
Next blog post we’ll delve into the production stage. And our process from stitch to store!
