When and where did you first begin?
I studied textiles at Chelsea School of Art and gained a degree with a specialism in fashion knitwear. Having been in the industry for over 20 years, designing collections tailored to the needs of individual brands, I felt the time was right for me to follow my own vision and create my own collection. I wanted to produce the whole essence of the label with the key being- no compromise on design, quality over mass market and the need for sustainability.
Where does your design inspiration come from?
Specialising in knitwear, I love that I have control over the design from the very first thread. My collections are inspired by my love of all things feminine and comfortable. LAM gives the wearer unexpected and effortless details. The fit and feel of a garment is also essential. It is as important as the design. The key to my designs is that I, myself, want to wear them - they are what I have been looking for. If I feel stylish in them, I know that others will too.
Describe your brand in 3 words.
Sustainable. Effortless. Luxury.
What is the most difficult aspect of running your own label?
Balancing all the demands of owning my own business and fashion label simultaneously. I have to constantly change between being a creative leader and a business head.
Which part of the creative process do you enjoy most, and least?
There are so many aspects of having my own knitwear range and label. Of course, there is the design phase when I let my creativity flow as I draw my designs onto the paper. Then, the pure excitement as the samples arrive from the factory and I see these designs come to life. The delight and sense of achievement is immeasurable. Meeting new people from all areas of the fashion industry is also thrilling. The amount of support I’ve received has been truly amazing. There is a collective goal of accomplishment. My least favourite part is the paperwork and admin associated with a business.
Do you have a mentor?
I do not have a mentor, but many people have inspired me over the years. Having been in the industry for a long time, I have been lucky to have worked with so many creative, business minded and dynamic people. I have very fond memories from these experiences. Along with this, I do find extra drive from my young daughter who has inspired me to achieve my dreams. If I want her to follow her dreams, I have to lead by example.
How long did your latest collection take to create?
From idea to actual production, approximately 9 to 12 months. There were many challenges as this was my first collection under my own brand. It was a very busy year. I had to establish and oversee all aspects of my company; from setting up a limited company, building a website, getting my knitwear produced and then designing the collection. The outbreak of COVID19 also made things difficult. I expect that future collections will be less admin based as a lot of the internal processes are already established. It has been a hard but very enjoyable process.
What are your future plans?
With the combination of social distancing, working from home and the current lockdown, loungewear has been a source for even more inspiration. LAM was already focused on comfort and ease-of-wear, which is very fitting for the current climate. Additionally, I am planning a range of trans-seasonal cashmere and cotton yarn blends that will feel beautiful. My head of design is incorporating more feminine touches to maintain the unique design of my clothes, and I always enjoy browsing new colours and melange tones. It's all very exciting.
Which pieces do you think everyone should have in their wardrobe?
Firstly, the new ‘Adelita’ Hoodie and Joggers. These pieces from my latest collection are key staples for any wardrobe. Made from our soft-touch, sustainable cashmere and cotton blend yarn, they are perfect for any season. They work fantastically together for a casual yet stylish daytime look, but can also be worn as separates. For instance, the ‘Adelita’ Hoodie would pair well with high-waisted jeans or a leather skirt and low heels. The ‘Adelita’ Joggers would complement a printed top and ankle boots. Furthermore, the ‘Oriana’ Jumper is the ultimate luxury item. Features such as the v-neck, the subtle splits on the cuffs and the fully-fashioned ribbed sleeves ensure this piece is timeless. Finally, another favourite is the ‘Lucy’ Frill Jumper which was created to be effortless and feminine.
What attracted you to The Clothing Lounge?
To collaborate with a retailer that has the same ethics as LAM is sensational. The common goal of delivering sustainable fashion to the conscientious customer, while supporting independent designers and labels is a fantastic concept. The website and social media for The Clothing Lounge is also brilliant, and supports the luxury ethos and slow fashion movement that is sweeping the fashion industry. I am so pleased to be working with The Clothing Lounge. Thank you for the opportunity.
Shop the new collection here: LAM CLOTHING