By Emmy Scarterfield
The design process is the most indulgent part of my job and certainly one I look forward to embarking on. Typically the journey starts by something that I've seen or experienced and that has ignited the creative thought process. My designs are never really influenced by shoes, it's usually way more random than that! In the past, insects, architecture, chairs, umbrellas and tiling have all played a role in shaping how the collection has evolved season after season.
Our iconic Francesca
story started life as a sketch of a portico above a door in my home town of Georgian Bath. Our Aurelia
collection was inspired by the magical mythology of the sea, in particular mermaids. The Aurelia story captures the art nouveau forms through iridescent sequins perfectly.
Our most recently and most coveted collection, the Meadow Dreaming collection, was inspired by my love of the English country meadow, beautiful wild grasses and florals, it is beautifully timeless and feminine. Each piece from the collection on is playfully romantic, created using the softest suede with dainty bloom and leaf embroidery. Think secret gardens and rolling fields dappled with sunlight and natural flowers.
Meadow Dreaming is the epitome of classic Emmy London contemporary yet timeless style. Key pieces feature signature elaborate trims using delicate stitching, at sequins and ornate glass beadwork alongside gold embroidery upon sumptuous blush suede. The collection sees the introduction of new seasonal tones for day-to-evening looks paired with show-stealing statement embellishment.
I love the simplicity of wild grasses and flowers, the hypnotic swaying movement and delicate riot of colour felt like the perfect backdrop to my new collection. I looked to the breath-taking beauty and intricacy of glasshouse formations to create a modern evolution of the brand’s iconic beaded details.”
The design process typically starts with a mood board, I love a mood board
! Then sketching starts and I refine my ideas several times before I'm confident that I've created a balanced collection of styles, keeping every bride-to-be's personal style in mind. I am really passionate about providing our creme de la creme bespoke service, our brand heritage. The collaborative creative journey with the bride is a real privilege.
Our skilled workshop then commence the sampling stage and our hand beading team start to work their magic. I love the stage when I get to see my ideas come to life. The final stage is to try them all on and ensure they are perfect in terms of fit and comfort, two key and integral ingredients to our luxury brand.
I am fortunate enough to do my “perfect job” and I feel very lucky indeed that I've been able to pursue my dreams and I get to enjoy every day, something I hope I never take for granted.