Oxford Fashion Studio Interview – HEM

Over the last couple of days, I have had the privilege to talk to Hannah Emily Matthews, the founder of HEM. Here is a short interview I did with the 23 year old designer:

1. What was the inspiration behind this collection?

One of my past times is European martial arts, I’ve always been fascinated by history and armour. I spent a lot of time in the Royal armouries in Leeds, and some of the pieces in there are so ornate and beautiful, but obviously still these protective, strong pieces for wars and jousts, I thought it would be the perfect starting point to encapsulate the idea of fierce yet feminine women.

2. Who is the target audience for this collection?

Strong, confident, successful women. Women who walk with purpose and dress with their head held high and a strong sense of style. 

3. What is your brand ethos?

Confidence and loyalty are key, I want to be a dependable, creative brand. There’s so much hard work that people do in their lives, I want to source from honest people, pay my hard working interns getting their feet on the ladder, I want my customers to feel awesome, fair and fierce. 

 4. Why have you chosen Oxford Fashion Studio to showcase your amazing designs?

Being approached by them was great, I love their vision, and their want and willingness to push newcomers. 

5. What made you into the designer that you are today?

My dad’s sewing lessons, my love of research and constant teenage want to be different and competitive. I love studying vintage and costume to create a foundation for my pieces, the past is so important, and we have such a rich and inspiring material culture. It would be a real shame if we didn’t pay attention to it. 

6. What other designers do you aspire to be as successful as?

I’d love to be up there with the British heavyweights, and I’ve always been drawn to the crossovers between costume and fashion, I used to watch the fifth element, if I could do something like that eventually, that would be great.

7. If you could put your designs on any celebrity, which would you choose and why?

I actually have a little notebook with things like this jotted down in tonnes of different bright colours, there’s a list of a few, all of them timeless with their style and with great stances on rights, and femininity and themselves. 

8. When you are asked, “What is Fashion?” What is the first thing that comes to mind?

For me, fashion always links to style, that’s more important to me, as that’s when it becomes yours, it’s your costume, it’s your book cover, and what you’ve chosen to take from the higher echelons of the catwalk to present yourself to the world. 

9. What advice would you give to an up and coming designer? 

Take on advice, but stay stubborn, research everything, and don’t be afraid to lead. 

10. What is next for you and your brand?

I have a ready to wear collection in production currently, and a sketchbook full of scribbled designs and fabric samples for next season and I’m making a wedding dress for someone I love very much, which is always wonderful, so I’m pretty excited about that! 

Thanks so much to Hannah for taking the time out to do this interview with me. You can see her new collection at Oxford Fashion Studio’s New York Collection at 5pm at Studio 450. If you want tickets for this phenomenal event and to see HEM live, click here.

Victoryforu

Victorious Everyday