The benefit of having a background in commercial design is the ability to combine consumer behaviours, demand, and areas to develop and then translate this into functional, manufacturable, and wearable garments. Sometimes when we imbalance creativity against practicality, we develop abstract and unmarketable ideas that are beautiful in theory but disconnect from real-world purpose. The avant-garde industry is an impeccable and otherworldly area but when starting a fashion label it's important to understand your 'why' and develop clarity of purpose.
For me, with Kimesca, I wanted to fuse the heritage of British design and craftsmanship with the cultural heritage intertwined in my married life to delivery high-fashion, modest dresses that are inspired by the modern modest woman. The modest industry is a vast and global one which means I need to be able to communicate with a wide and diverse audience. To fulfil Kimesca’s mission successfully, I have to design commercially viable pieces that still feel distinctive and elevated but are new enough to excite, yet grounded enough to resonate and sell. It's about offering something the market hasn't quite seen before, while ensuring it's something women genuinely want to wear.