Model spins in a floral print dress with bouquets of flowers behind her

A look from the SS19 ‘Freedom’ collection by Skeena S

Monochrome headshot of fashion designer Skeena S

Designer Skeena S

Vibrant, digitally-created prints give Skeena S’s eponymous womenswear label a uniquely feminine and whimsical aesthetic. We speak to the designer about her creative process, inspirations and consumer trends

1. What inspired your latest collection ‘Freedom’?

The SS19 Freedom collection is based on nature, the freedom of being outside and seeing what nature has to offer. From rare butterflies to leopard prints and unique pressed flowers. The most beautiful prints are normally a mix of floral and animal textures.

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2. Does your creative process follow a formula or do you go with the flow?

Normally I research what colours will be on trend that season. From those colours and tones I would look into textures, florals, animal textures and fuse them together. I normally have a visual goal with notes for each print, sometimes they turn out amazing, other times they look odd and won’t be used for the collection. Each season I make between 10 to 25 prints, twelve normally go into production.

Models pose on set for SS19 Skeena S catalgoue

SS19 ‘Freedom’ by Skeena S

3. Do you think it’s important to pay attention to consumer trends?

It’s important to stay aware of consumer trends and have them slightly influence collections. If you follow them meticulously then it’s hard to be unique. Designing is about what you want to show the world.

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4. What advice would you give to a fashion graduate looking to start their own brand?

It’s important to understand the market, understand where it’s going and how consumers are shopping. You need a unique idea, at least nine months of planning and money behind you. Understanding what sector you’re about to enter is the hardest, look at competitors and what they are doing. A brand takes time to build, you need to understand every process and be hands on. Things take time. Go to trade shows, reach out to buyers and get your clothes to influencers that your target market would follow.

Skeena S lookbook with two models wearing pastel coloured suits

Looks from SS19 ‘Freedom’ by Skeena S

5. If you could borrow clothes from anyone’s wardrobe throughout history, who would it be and why?

Diana, The Princess of Wales. By far one of the most elegant women in history, she set so many trends from her insane wedding gown to her elegant evening dresses and her high-waisted jeans and power blazers. Diana didn’t follow trends, she wore what was best for her shape and was elegant and unique, not afraid of colour and print.

6. Where would you like to see yourself in five years?

In five years I would have hopefully set up another brand in the luxury sector, creating another print based brand with more luxurious fabrics. As I am getting older I buy less and more wisely. It’s important for all brands to be sustainable and ethically made.

For more information visit: skeenas.com