You may have noticed we love an interactive media campaign here at FW Towers, and one that’s caught the eyes of a few people connected with the site is the Wear Eponymous campaign.Also and it is our fave thing about W.E., they feature new and upcoming talent, and my dear readers you know how much we LOVE that side off the industry.
Its involved reaching out directly to contact its audience and events like twitter parties that have opened up being involved from selected invites to press days to something anyone can get involved with. As the web changes the way we interact and respond we are always interested in the newest way to do things so we thought we’d ask the team there a few questions.
So tell us a little bit about you
Hello! We’re Wear Eponymous – the fashion brand dedicated to redefining beauty and championing emerging designers! Founded by Alan Armitage, Elaine Burns and Laura McKinnon, we all come from an extensive background within the fashion, beauty and I.T. industries!
Who Inspires You In Fashion?
Every woman who dresses for herself – be in sweatpants or a couture gown, we want people to dress to represent themselves – to “be their own story.” In today’s media, women are bombarded with images of what is supposed to be right or wrong – but the thing is fashion is not one size fits all. It comes in many forms and there’s nothing more beautiful than being true to yourself.
Where do you want to take the business?
We want the business to grow steadily to become a sustainable fashion brand providing job security for anyone that comes to work for us. However, we don’t want to grow to a point where customer service is impacted by our size. The aim is to keep fundamental values of the business as the primary focus and let grow fall in place organically. We want to provide good products and back it up with excellent customer service….revenue and profit must come after this to ensure ethical standards are maintained. Our business is more than just a platform to earn money!
We here at FW are focused on finding great new designers and the best indie brands, how do you find yours?
We find our designers through a rigorous screening process – in which we scout emerging talent at trade events and fashion shows, trial their work and ensure that they adhere to our code of conduct and operate responsibly.
Your social media campaigns have been very interactive and reached out to people in a very forward and modern way, what made you want to connect with the blogging and fashion community so strongly?
There is a wealth of talent across the blogging and fashion community and we believe that promoting talent is important. Sometimes it can be difficult for people to break through and get noticed so we wanted to engage with people in the community with the hope of shining a spotlight on this talent through natural communication, promoting self-confidence, positive body image and a positive attitude. This was highlighted in our blogger campaign which was suggested by one of the bloggers during a recent twitter party.
Now for the general questions we ask every one . . . .
Vintage or New Clothes?
Oooh! A tough one, but we would have to say that a great new investment piece is economically responsible. Investing in the great classics will last countless years and it will never go out of style. That being said, we’re suckers for a great statement vintage piece! Bring on the vintage Biba!
Best place to shop?
Shop with brands that go that extra mile. Customer service is key and in the modern day, chain-brand shops are often pretty sterile – invest in a brand who listen to you as a customer.
Fave piece of clothing/footwear you own?
The classic trench coat is a firm favourite in the office. Pair it with a Breton stripe and some skinny jeans and you have instant Parisian chic!
Is fashion a part of our cultural heritage?
Absolutely! From kilts to mod minis, as our campaign blogger Emily quoted, “If you look back at old photos of yourself, fashion tells the story of who you are.” We think this is a fantastic quote – and so very true. If you look back to the 1940s, silhouettes of dresses were practically unrecognisable against that of the 60s checker board mini dresses!
Worst Fashion Mistake?
We break up into three camps for this one – octopus trousers – those military style combat trousers with random bits of fabric hanging off, pocket-less jeans – this one needs no explaining, and scousers – skirts with trousers underneath! Funnily enough, these were all kicking around the late 90’s, early 00’s – let’s just hope none of them make a return during the current 90’s revival!
Okies that was a few more than 5 questions, but my blog so I can gossip a bit longer if I like. We will also be adding Wear Eponymous to our online directory of brands, remember you can’t buy your way on there and we have had a sack full from our readers to add them. Now for the clothes . . . .