Interview: Longshaw Ward

    Whether you’re into fashion slightly or simply live in Fashion, you must know about Longshaw Ward.

    British label Longshaw Ward is a vibrant womenswear & accessories label run by husband and wife duo Kirsty Ward and David Longshaw. The British duo have had very successful solo careers prior the merge that made the wonderful Longshaw Ward label happen – the latest collection SS17 defining the great the talent between the two. This is our interview with them.

    Hello, how are you?
    Great thanks we’re just back from China where we were flown over to do a fashion show.

    What is your background and when did you decide to go into Fashion?
    We are Kirsty Ward and David Longshaw and together we are LONGSHAW WARD!

    Kirsty and I met designing in Italy for Alberta Ferretti It was our first design job after uni- Kirsty’s from Oxfordshire, she studied on the fashion MA at St Martins.

    I’m from Manchester, I went to St martins BA (fashion womenswear) then the Royal College of Art (MA womenswear course).

    After Ferretti I went to Max Mara then we returned to England to launch our own separate labels which we had of about 5 years.

    We decided to merge our labels as we thought it would be more fun and that we could create more exciting, stronger collections together.

    What is it like at Longshaw Ward?
    Our studio is full of our collections hanging from rails that come out from the walls(our ceilings are quite high). With lots of book selves full of our sketch books and books to inspire us. Dotted around the studio are various pieces from store windows we have designed including props from Kirsty’s Selfridges ones and my fashion week windows(including our upstairs desk covered in my drawings that was in their Marlybone High St window).


    How long does it take to design something from scratch?
    It depends what it is- whether it’s a full collection or a special project for a brand/celebrity we are collaborating with. Some projects/ collaborations we have to turn around quickly, but usually we like to take our time to develop from research and experiment with cutting. We like to develop the collection from season to season so our style evolves – taking certain details from one collection to the next and pushing it forward.

    Do you have a favourite design?
    It changes all the time, but we are a big fan of our super impractical parkas – one’s made out of net, the other from sequins!


    What is your key focus when designing something new?
    Will it be fun to wear.

    What do you think makes a good design work?
    Something that works for the wearer, that has it’s own style or twist/attention to detail- so it doesn’t look like a poor copy of another design already out there.

    If you could give any advice for a person that wants to go into fashion design what would it be?
    Only go in to fashion if you feel you have to- there is a lot of competition, lots of highs and lows and a lot of late nights.

    But if you really want to and you believe you have the passion and talent then don’t let anyone stop you, you have to have a fierce belief in your self and your vision.

    But it can be great if you do and give you amazing experiences and meet incredible people.

    How would you define culture?
    Essential – culture is one of the thing that elevates us from being like any other animal.

    To find out more about Longshaw Ward click here for their website.

    Modestas Mankus
    Modestas Mankus
    Modestas is the Editor-in-Chief at Our Culture Mag. He regularly delves into modern art, fashion, and photography. Modestas is a fellow of the Royal Society of Arts.

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