The Fashion Cycle Juggle

People often ask our owner and designer Ali Lennard about the fashion cycle, and she's here to share with us!

I am working on four seasons at any one point in time, which could be stressful, but personally I love. Makes every day interesting and multi faceted!

Right now, I'm 

• marketing and selling the AW24 collection online
• managing the production schedule of SS24 which will be in store soon
• just about to launch AW25 in the showrooms to our boutique customers
• collating first thoughts, designs and fabrics for SS25

Recently, we held a three day split location shoot for the AW25 collection, but it's far too early to give you, our lovely customers, a sneak peek as it won't be online until next Easter.

However, I did take some behind the scenes content when we shot the very soon to be released Spring collection back in January 2024, so we thought you might enjoy going BTS with us!