Flora started her brand in the midst of the first lockdown, almost a year ago. It was something she always wanted to do and since she was made redundant, she suddenly had all this time to create her dream business. Three months of doing nothing, she knew it was time to start this now. “It’s a massive work in progress, but I truly wasn’t expecting something to come out of this. I made something so positive out of something so negative.”.
I think your suits are incredible, selling suits for women is something so new and it’s truly refreshing to see - why do you think it was so important for you to do this?
There’s a massive gap in the market for women who love suits and I had never come across an idea like this, apart from one other brand. My suits are catered to the younger generation, so more the 17-30 demographic who wouldn’t necessarily want to spend £2000 on a suit. For women who are looking for something smart to wear for any occasion. A party, work or just your everyday life. I also don’t want it to be an association with men anymore it’s an equal thing now.
You mention that your ethos is creating comfortable suits for all women. Meaning all body types which is amazing. Is inclusivity something you generally take into count when designing your suits?
For sure, that’s why it’s been hard finding the right manufacture, the sizing wasn’t fitting all women and that went against everything my brand and I stand for. It was something that I had to take into consideration. I want this to be a legit thing, I don’t want it to be a facade. I guess the whole reason I always wanted to do this too was because there’s brands that design beautiful one-off suits, but never a continuous line of them and I wanted to create this platform and this brand were women could find suits they love all the time.
Where does your inspiration derive from? Are there any particular people that have inspired your pieces?
I follow trends massively and find inspiration from trends. Like in summer there was a massive demand for linen suits and my first collection was a linen line. I looked a lot into men suits and just thought how I’d love to make that for women. It’s chic, empowering and to create something that you can wear whatever the season is just freeing. And as for my inspiration you’ve put me in the spot…I’m incredibly inspired by the androgynous fashion. Twiggy’s world. Just women in suits. A woman in a men’s suit or suit tailored to her was the reason why I wanted to do this. It’s powerful and I’ve seen how well people have responded to this; they feel equal, stronger, they feel like they have more of a voice.
Who has been your biggest client?
I’d have to say Elle Fanning. I don’t have a photo of her wearing it yet, but she got one and messaged me a couple days ago telling me how much she loves it and how she hasn’t seen anything like it in so long. Going into so much detail why she adored it and how it was going to be her go to outfit when COVID is over.
What was the biggest criticism you faced when creating your brand and what did you fear the most?
You always fear that people aren’t going to respond well and not buy your product. You put so much time and effort in creating something so personal you just want it all to be perfect. Obviously, getting negative or positive reactions from those you know and those you don’t is helpful. I haven’t had anyone to my face being negative, but I’ve been so lucky to have people around me that have given me advice. I’ve been fortunate because a couple of my friends have all started businesses, all around the same time and it’s amazing to just support each other and grow together.
Where do you see yourself in future? Could be the next 5 years or even 10 years.
I want to make this my fulltime job, not just a personal project. I want to start employing people on a fulltime basis, make this a big company and not make just suits. I want to create an identity and it’s something I’m working on at the moment.
If you could give your younger self and other young women who are trying to start their fashion brand advice – what would it be?
Don’t be afraid to ask for help. When starting a business, you need all the help you can get a because you’ll need it. There’s a lot on the line and there’s nothing wrong with asking questions and reaching out to those with more experience. People will always be understanding and supportive they started on the same boat too.
Words by Isabella Jaramillo