Couture is the epitome of slow fashion

Fashion has never been faster.

I’m constantly amazed by how fast the trends change, and how often mainstream stores turn over their stock. Whatever is in one week is out the next, and it’s so hard to keep up with. I often wonder where all that sale stock ends up too.

I may be a fashion designer, but I’m not part of this ‘fast fashion’ industry; I’m a designer of a completely different kind. My brand, my business, my values – it’s all about slow fashion, about the true meaning of clothing, about treasuring special pieces for years.

Couture is the very epitome of slow fashion.

Couture is considered, it is made with intent, it’s made to last, it’s made to mean something.

When I’m three-weeks into a custom made couture dress for one of my clients, I’m not thinking about if it’s on trend or if it’s the ‘it’ style of the season, I’m thinking about the events she’ll wear it to this year, next year, and in ten years. I’m thinking about how good she’ll feel when she steps into it, and how she’ll feel beautiful every time, because it fits where it’s meant to and it’s been made just for her.

Slow fashion is about feeling connected to your clothing, and couture fashion trumps fast fashion in this respect. Fashion is personal, it’s a representation of who you are, what you believe in, your own style and your personality.

Investing in your wardrobe and wearing clothing that fits – clothing that is made to your last millimetre – that’s what fashion is all about. It’s why I love being a couturier.