BA (Hons) Fashion Communication student, Millie Feroze, recently launched her own fashion label, Feroze Studio. I got to chat with her about the concept behind the brand, inspiration and future plans.
What made you want to launch your own fashion brand?
During my A-levels years at college, I used to make tops and dresses at home in my spare time and knew I would like to have my own fashion brand in the future, I just wasn’t sure what the product would be. When I begun studying at Condé Nast College, Susie Forbes, the Principal, once said, “There may be a gap in the market but is there a market in the gap?’’ This really resonated with me. It was not until I started up my blog, Millie’s Mirror, over a year ago that I found my niche – high quality white cotton blouses that didn’t cost the earth. Unless you’re willing to spend a fortune, there are few places to buy crisp cotton blouses that won’t fall apart after two washes.
What has the process been like and what are some of your key learnings?
While I knew it wouldn’t be plain sailing, I was surprised by how long the whole process took. Finding suitable pattern cutters and embroiderers, sourcing high-quality cotton and forming a brand identity can be particularly challenging when starting up because people are often willing to massively over charge young emerging designers in the hope they won’t question it. Seeking advice from experts in the industry was by far the best advice I was given.
Where do you feel most inspired?
Our designs have a bohemian, holiday feel to them so I get very inspired by travel. It was after I visited Positano on the Amalfi Coast, where I documented an array of boutiques selling all white clothing on my blog, that I realised there was a real demand for simple yet interesting and unique pieces that will last the test of time.
Which Instagram accounts do you follow for inspiration?
I follow a mix of influencers, ones based in the city and others who live on the beach because I am keen for our shirts to work as well in the city as they do on the beach. Combining the two provides great inspiration. For the sunny, beachy look, I adore @innika , whereas @lucywilliams02 is my ultimate cool-girl, all round style inspiration. I am also a big fan of the 1970s look so I often reference the fashion ‘it’ girls in my designs– from Anita Pallenburg to Farah Fawcett.
Where do you hope to take your brand in the near future?
I’m very passionate about supporting small, independent brands and I love discovering unknown designers so I plan to bring together my current work on Millie’s Mirror and join it with Feroze Studio to create a new e-commerce platform.
Facebook: Feroze Studio