It was a pleasure to interview Hailly London at London Fashion Week. Check out the interview I conducted with them.
Why have you chosen Oxford fashion studio to showcase your amazing designs?
Hailly London showcased its second collection Darks and shadows in Oxford Fashion Studio’s London fashion week. Team OFS review more than 8,000 designers a year and issue invitations to extraordinary designers with original concepts. Personally, I think it’s a good platform for emerging brands to showcase their collections and interact with buyers, bloggers, press and media. It’s a great pleasure working with OFS.
What was the inspiration behind this collection?
The inspiration for this collection is a saying from one of the most famous novels, “Every villain is a hero of the other side” So thinking about the dual nature in one’s personality, The collection is called as Darks and shadows. Keeping a very simple colour palette- Black and white (neutral colours) and beautiful patterns with fine details in a simple silhouette makes this collection more contemplated and commercially viable.
Who is the target audience for this collection?
Blacks and whites are everyone’s favourite; it can be worn anytime and anywhere. Since this is commercially viable and Must have collection, it reaches to the mass market. Skirts and shorts can be worn on any occasion at the same time it can be worn casually and same with the jackets, overcoats and dresses.
What is your brand ethos?
Our brand ethos is to provide premium quality with exclusive leather designs. We aim the garment to be comfortable and maintain standard quality for end customers.
What have you designed prior to this collection?
This is my second collection on the runway, my first collection was also very successful and also a theme collection, named as “Years of Boldness” inspired by Vintage. We got an amazing and commendable response from end customers.
What made you into the designer that you are today?
I have a passion for my work and love to make something creative. My signature style of design is to play with the patterns and I have a passion for my work and love to make something creative. My signature style of design is to play with the patterns and yokes in the garment and, at the same time, it should be commercially viable. When the fabric is cut nicely and beautifully stitched with fine intricate details, it gives me a great feeling and stipulates me to
grow. I also went for 3 years Fashion course programme in 2011 which shaped my passion into a good and promising career.
What mistakes have you made and what have you learned from them?
Nobody is perfect in the world. I take it as an opportunity to learn from my mistakes.
What other designers do you aspire to be as successful as?
There are many designers who inspire me all the time. One of my very favourite is Alexander McQueen- I love their designs, photography and their creativity.
If you could put your design on any celebrity which would you choose and why?
I will choose Kristen Stewart. She is pretty, smart and talented and looks fab in leather.
When you are asked “what is fashion” what is the first thing that comes to your mind?
Thinking about fashion, the first thing that comes to mind is that it’s a feeling. If you feel happy, confident and you can carry your outfit well, that’s it. Everyone start appreciating you and you feel good about it.
What is your go-to outfit/ what is your signature style?
My signature style is to play with the colours, patterns and yokes in the garment and at the same time, it should be commercially viable.
What is your motivation/inspiration behind your fashion career?
I have an instilled passion for designing from my Mom. She is very hard working & creative person. I have watched her since childhood making new dresses for me and for my sister on occasions.
If you were to start your life over again, would you change anything?
I think I enjoy my life a lot and don’t want to change anything. I love my life and everyone who make me feel special. Thanks to everyone who loves Hailly London design!
What advice would you give to an up and coming designer?
Work hard for your passion. All the Best!!
What is next for you and your brand?
We are launching our website very soon for selling our products and planning to be available at other online retailers shortly.
Is there anything you would like say to Oxford Fashion Studio?
It is a good exposure for emerging brands globally and into the fashion capitals. It’s such a great pleasure working with OFS, wonderful people with a great talent. Thanks to OFS Team for arranging everything smoothly.
Disclaimer : All photos were found on The Oxford Fashion Studio Facebook Page.