My-Wardrobe’s London Lab Launch: We Talk To The Hottest London Designers! EXCLUSIVE

27 August 2013 by

To the fashion web stalkers aka e-commerce aficionados amongst you, the influx of incredible London based design on to My-wardrobe’s site won’t be big news. So far this season we’ve seen covetable drops labels from J.W Anderson to Richard Nicoll and Meadham Kirchhoff, and there’s plenty more to be snapped up from designers including Lucas Nascimento, Ostwald Helgason and Mother of Pearl. Under the aegis of new Fashion Director, Carmen Borgonovo, the site has become a serious online style destination specialising in up-and coming designers.

A model and blogger Susie Lau wearing pieces by Meadham Kirchhoff, Preen & shoes by Mother of Pearl from My-Wardrobe's London Lab

To further promote the amazing talent residing in our capital, the My-Wardrobe team have come up with a project entitled ‘London Lab'. Tasking some of the world’s best bloggers to style up wares created by London designers and put a personal spin on the new collections in store, the project will no doubt be popular with the street star's innumerable fans. To see the results  click here.
Graziadaily was lucky enough to be invited to the London Lab launch dinner at St Martin’s Lane Hotel where we caught up with some of the incredible designers featured. Below are some insights into what these London lovlies have up their sleeves for the new season.  

Designers including Hermione de Paula, Mother of Pearl, Ostwald Helagson and Huishan Zhang are featured in My-Wardrobe's London Lab

Amy Powney, Creative Director of Mother Of Pearl

GraziaDaily: What has been the best moment of your fashion career to date?
Amy Powney: For me it’s got to be the recent resort collection because it was real milestone in terms of how we've grown. We have picked up so many more stockists, it was an absolute record season.

Mother of Pearl's Amy Powney

GraziaDaily: Who will you collaborate with next season?
Amy Powney: Next up we are working with Mat Collishaw – the new collection will be all Hawaiian tropical with a fruity summer safari vibe. It really been a special new way to flip Mat’s work on its head.


GraziaDaily: Would you ever want to leave London?
I have considered working in lots of places but I can't leave London. In my head it's like if I moved I wouldn't be as creative - there's a certain sensibility here and history that attracts people and for me I can't imagine being anywhere else. 


Matthew Harding of palmer//harding

GraziaDaily: What has been the best moment of your fashion career to date?
Matthew Harding: Our American Vogue photo-shoot was probably the best moment to date. We went to New York for the first time for the shoot - it was our first season and they totally spoilt us!

Left: Matthew Palmer, Right: Levi Palmer

GraziaDaily: Would you ever want to leave London?
Matthew Harding: London fashion has a sense of freedom both creatively and in business. In Italy brands are so huge that they have to be very controlled... I would never live in Milan or Paris. London is home. Now is the best time for London fashion.


GraziaDaily: What can we expect from you for the next season?
Matthew Harding: Shirts! For the new season, we're kind of taking a more casual luxe, blurred lines attitude. You can have a good price point but it’s always about having quality.

Ingwar Helgason Co-founder of Ostwald Helgason


GraziaDaily: Why are you based in London as you and your partner (Susanne Ostwald) are both from elsewhere?
Ingwar Helgason: When it comes down to it, we love the city. It’s the place in Europe where people work the hardest so to us it's New York of Europe. I moved here because in Iceland you can before famous for having just one article written about you and I wanted more of a challenge that that – I wanted to compete with the best, most talented designers in the world.

Ingwar Helgason & Susanne Ostwald of Ostwald Helgason

GraziaDaily: What can we expect from Ostwald Helgason next season?
Ingwar Helgason: We are working on a great new collaboration with a mainstream brand. For the first time we have customised our own fabrics, building on our fabric mill relationships, which is incredibly exciting.

Lucas Nascimento, Designer


GraziaDaily: What has been the highlight of your career so far?
Lucas Nascimento: To be part of NewGen and to be awarded sponsorship from the BFC was really so great for me.

Lucas Nascimento

GraziaDaily: Why are you based in London?
Lucas Nascimento: I think as a city it's really exciting and it keeps you really young and inquisitive. For me personally I find it keeps me inspired. And there’s no denying that the city is beautiful.

GraziaDaily: What can we expect for the next season?
Lucas Nascimento: I love working with colour so that will be a big thing for the new season. There will also be texture at play and I’ll be working with strong silhouettes and keeping things clean. I think I want to keep it about really stable growth for my brand - I don't want to be ‘of the moment’ but just keep making beautiful things.


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