Fistly, welcome back to London Fashion Week. How does it feel to return?
It's vey exciting, we really feel we are growing with each show, it's great to get to the stage where we know what to expect and how to deal with the roller coaster that is LFW!!! Each season we grow as a brand and as designers "The Lithium Party' for AW12 is our strongest collection to date.
Why do you think it is important to have two seperate ranges: couture and ready to wear?
Couture is a wonderful thing, we get to unleash our full creativity, show our full potential as designers and generally show off... Ready To Wear allows us to reach a different market, it allows everyone to have some Obscure Couture. The RTW ranges are more wearable and more accessible to everyone. We really enjoy designing for both they are so different but still anchored by our seasonal principals.
Obscure Couture’s clothing is very bold and distinctive; do you think this reflects the personality of your customer base?
Yes, definitely. The Obscure Couture woman is bold and strong, confident. We always say we create street / stagewear for the introverted extrovert. You may not feel bold or confident or strong but when you put the pieces on they empower you and allow you to stand out, proud from the crowd.
What would you say the brands philosophy is?
Obscure Couture is quite organic in its philosophy, we keep things local and collaborate with up and coming, exciting designers, we don't follow trend books we follow our instincts - this ensures true design ethics and means we have literally no limitations when we create. We also keep all our collections limited edition and numbered, handmade with love in the UK.This season you will see some extraordinary collaborative head pieces from Jenivieve Berlin Millinery.
How does it feel seeing celebrities, such as Little Mix, wearing your collections?
It's crazy, so far we have dressed Laura Whitmore, Amelia Lily and Little Mix. Seeing them in the pieces was brilliant, we were dancing around the living room and screen shotting like mad!! It's amazing to get requests from such high profile people, it really gives you the drive to keep upping the anti. We have a hit list for this year so fingers crossed we keep getting this support.
And, finally, how do you want a woman to feel in your designs?
We want them to feel truly empowered. Unique and beautiful, we make piece to evoke emotions, we want our clients to really feel amazing, transform into a different version of themselves.