FASHTALKS WITH ADEELA SALEHJEE

What was your previous work experience before launching your brand?

Prior to launching my brand, I had worked with iconic brands over various departments spanning over a decade. Calvin Klein Cosmetics marketing department, Vivienne Westwood press office, Dior marketing, and Burberry design development. All of these roles helped create awareness and confidence within myself to take the next step in my career.

When did you know you wanted to become a designer?

That would have to be from a young age. I was always excited by color, shapes and fabrics, but was also interested in how a design is executed from sketch to finished product. The processes and production of it all.

Do you have a favorite piece that you have designed? 

I love our Marylebone Hoody. It’s super soft and easy to wear but has a sophisticated appearance for a leisure hoody. This piece just gives an elevated look to loungewear and makes a super cool day outfit paired with jeans, leggings or our Kensington cashmere pants.

“We tend not to follow fashion trends and instead aim to create pieces that can be worn throughout a lifetime, handed down to the next generation.”

What is your favorite part about designing?

The freedom to trial how different shapes and colors work together. The process from sketching to the final product gives you a good idea as to whether the end product is a showpiece or a commercial design that can translate to sales.

Where do you find inspiration?

We are surrounded by inspiration. Daily walks in the city and the style and feedback from our existing customers. We are constantly testing various silhouettes of clothing on different body shapes that help us mold our creations into the perfect piece for those who love our collections.

What sets your brand apart from the rest?

The quality and playfulness of the collection are what differentiates our brand from others. We use only the finest quality cashmere and our eye for color creates unique combinations that set us apart from others.

What is your favorite current fashion trend? What is your least favorite?

We tend not to follow fashion trends and instead aim to create pieces that can be worn throughout a lifetime, handed down to the next generation. We like to create classic shapes with whimsical motifs and flashes of color that can be worn in different ways, but also never go out of fashion.

What is the one piece of advice you would give to a new designer?

Take it one step at a time. Patience, perseverance, and belief in what you are doing. Keep on top of your finances and keep your collections focused.

Do you find it difficult to have a brand based in London? What are the perks versus the challenges?

London is most definitely a competitive market for a fashion brand which makes it difficult to get yourself out there. However, if you are offering something unique and find the right target market for the brand, you are already one step ahead.

“It’s always been more important to grow organically than be a one-hit-wonder.”

How important is social media to your brand?

As with most brands, social media is a good platform to create awareness around the brand. The more people that see your brand visibly out there, the more likely they are to engage. It takes a few engagements to convert viewers into customers, so we try to have our brand visible on all social platforms to create a wider audience.

How would you define fashion?

For most people, fashion is a form of self-expression. You can tell how someone feels or understand their aura simply from how they dress. It's a bit like body language.

How has the fashion industry changed since you first started out?

There is so much more awareness of the social impact that the industry has on the environment. Brands are now mindful of waste in the industry and are finding more ways to minimize the impact waste has on the environment. In addition, Press, PR, and online channels of exposure are so much more prominent now than before.

What do you envision for the future of your brand?

I would like to be able to increase the offering of products. Now that we understand our customers a bit better, it would be nice to slowly add some other product categories as capsule collections that would curate well with our knitwear. It’s always been more important to grow organically than be a one-hit-wonder.

If you could go back and tell yourself one thing before beginning your career, what would it be? 

Luckily, I love what I do, which makes it all worthwhile. If you are unsure if this industry is the right one for you, then think again, because it’s not for the faint-hearted.

What should consumers expect to see next from Adeela Salehjee?

We will continue to surprise our customers with new and exciting collections that they have not seen elsewhere.