Get to know us
Our story is about women who find beauty in simplicity. Simple is not about being plain, it’s about being grounded, sophisticated and true to oneself. Away from the distractions and focused on the things that are truly important in life. With this mindset we are committed to creating timeless casual pieces that can be worn time and time again. Our off duty pieces represent elegance and minimalism for those who are conscious about their casual style. My goal is to become more than a timeless casual clothing brand for women and children. I hope to inspire mums and future mums, to not sweat the small stuff, live in the moment, keep perspective and follow your dreams, you only have one life to live, enjoy it!
How did you come up with your branding?
The dandelion was created because I am inspired by nature and natural beauty. In a world where there is such an emphasis on looking a certain way, I think that our imperfections are what make us perfect. Look at the dandelion for example (classed as a weed) but how beautiful and delicate…….. and you can make a wish…… it is magical. Perfect for our brand as we want to send positive messages through our clothing.
What is the design process and how are the collections made?
The design process is very organic and the collection usually comes to life little by little. We find inspiration everywhere, from inspirational women, to nature, to high end fashion shows.
We usually start by selecting a colour palette that appeals and fits in with casual muted hues of the brand and in between seasons we take hundreds of pictures of just about anything and once we sit down to start a collection, we gather everything and it all starts from there. . . .
We love to embrace positive words and feelings into our collections and look to incorporate these into the clothing.
If you had to describe the brand in three words, what would they be?
Simple, timeless and effortless (with a splash of ‘SPARKLE’)
What do you love most about designing for the?
I love the fact that we can keep it simple and clean, without too many fussy details, it’s perfect for our design style. Also we are always on the look out for new fabric innovations. Our aim is to deliver comfort and soft handle fabrics & knitwear, we are working with suppliers to achieve luxury blends.
and finally, what is your favourite piece from the SS18 collection?
It is so tough……… it has to be the Peace Please hoody, during our first season, our lovely customers asked numerous times for an adults version of the kids hoody……. so here goes and it’s available in two beautiful vintage washed hues. I love them both, but I think my favourite is the nude pink colour, with the rose gold embroidery.
I also adore the delicate pure Merino knit, it so easy to wear and it feels super soft, I know I am going to live in it this season.
Feel free to contact us at anytime if you want to know more about our brand.
Much love from Jaime and the team x