LONDON CREATIVE: Scarlett Cunningham
This week, we caught up with fashion designer Scarlett Cunningham, to talk all things fashion and what her perfect Sunday in London would be like.
1. WHERE DID THIS LOVE OF DESIGNING WOMAN’S CLOTHING ALL BEGIN?
My passion for designing in general stems from a very young age as I have always been an avid drawer, it was a habit that brought me the most joy growing up. When I was around 9 years old I can remember wanting to take apart and change details of my clothes and I feel thats where it began, when I realised I could basically design and work towards creating my own pieces. I’ve known it’s what I’ve wanted to do ever since.
2. YOU’RE SAID TO DESIGN CLOTHES THAT AIM TO ‘REFLECT A MODERN WOMAN’S NEEDS’, CAN YOU EXPLAIN TO US HOW YOU DO THIS?
Reflecting a modern woman’s needs is a key aspect I include when I design and I feel doing so comes second nature to me. Personally, as much as us Women love to look a certain way, it all comes down to how we feel. For me, I break down various elements when designing to make sure each piece ensures comfort, an accurate fit, is easy to put on and flatters as many body shapes as possible – these are all the core factors that help me achieve what I feel a modern woman needs.
3. YOUR EXPERIENCE RANGES FROM WORKING WITH THE LIKES OF HARDY AMIES OF SAVILE ROW, ERDEM, ALFRED DUNHILL, CELINE, MONSOON, RIVER ISLAND AND MARC JACOBS, WHAT’S THE MOST VALUABLE LESSON YOU’VE PICKED UP FROM THESE DESIGNERS?
The most valuable lesson I’ve learnt overall is that you have to stay true to yourself, what you believe in and your vision, don’t be overly concerned with what, in this case, other designers are doing.
4. YOU SPEAK OFTEN OF YOUR BACKING OF LONODN BASED CREATIVE HOLDING GROUP AUSTIENG GROUP, WHAT INVOLVEMENT HAVE THEY HAD IN YOUR JOURNEY TO SUCCESS?
From the very beginning Austieng Group have had a very hands on involvement in assisting the journey myself and my brand are currently on. They have assisted in implementing an actual business structure to work with the vision I have and are very understanding of what my vision is. I haven’t always been very business minded and fully aware of all the specifications needed, they have made me aware of all the fundamental requirements every business needs to succeed and constantly learning from their expertise in that field. From overviewing contracts, creating terms and conditions and press releases, Austieng have been a strong and encouraging resource with every project we have worked on and are working towards.
5. WHICH CLOTHES SHOP IN LONDON WOULD YOU GO TO IF YOU NEEDED SOME CHEERING UP?
Selfridges. When I was younger, growing up me and my Dad would always end up in there to find something special we might of been looking for, it still makes me feel excited when I step in – they’re book selection on the 4th floor is always inspiring.
6. WHAT DOES YOUR PERFECT LAZY LONDON SUNDAY LOOK LIKE?
I’d start my day at AllPress in Dalston for some breakfast, then make my way towards Holland Park for a stroll around the gardens then head to Primrose Hill for dinner at Greenberry restaurant. They’re all fairly hidden gems to me that I really love within London.
WEBSITE: www.scarlettcunningham.com
