Pitchouguina is fashion label that prides itself in emotional connection with their consumers. They take in inspiration from “everyday moments, everyday people, random words, awkward smiles and all the little things that can go so easily unnoticed“. It is to no surprise that their SS17 collection represents those emotions that they strive on reflecting in their work. This is our interview with Pitchouguina.

Hello, how are you? 
Very hectic but very good.

So, when did you start designing?
The idea that I want to be a designer was really sudden when I was still a teenager and I have never stopped pursuing it since. My designs that I am proud of as they represent a certain quality and feel started probably just a few years ago before I launched the brand.

Who or what are your main influences?
World in general. I like watching people a lot and noticing their emotions and reactions to things.

I have quite an eye for the detail and I like observe that and all those things somehow blend with colours and textures I see.

Favourite type of material?
Currently cotton but I have love for fine silks too. Something with subtle texture is what I adore.

How long does it take to design something new?
I think it is difficult to say, it could take 3 hours it could take 2 weeks and for me it is always both, some ideas some really easy, other you need to re-refine several times.

Do you have a favourite piece of work you designed?
I hope it will be always something form the new upcoming range.

Describe your work in one word.
Intuitive.

Describe yourself in one word.
Melancholic.

If you could dress anyone famous who would it be and why?
Natalia Vodianovo, she is everything to me what I think a modern women should be. Of course I am not talking just about the beauty.

How would you define culture?
I think I see the culture in a very subjective way, so to me it is my personal interaction with what the world has to offer.

Click here to the official website of Pitchouguina to find out more about the label.

British fashion label LF Markey develops modern and feminine women’s clothing inspired by workwear and utility clothing. Every collection includes bold colours and high quality fabrics supporting the strong image of the label. Founder ex-Burberry designer, Louise Markey is the key of the success that the label has had. This is our interview with her.

Hello, how are you?
I’m great – thank you!

So, how did LF Markey start?
I launched LF Markey after finishing my master’s at Central Saint Martins. For many years it was a side business / expensive hobby! In 2014 I started to focus on the label full time.

What is your background and when did you decide to go into Fashion?
My background is in fashion and I studied my BA in Sydney and my MA later in London. In between the two I worked as a designer at Burberry.

How long does it take to design something from scratch?
It takes a long time to set up a new design- from sketch to finalised sample can take a few months. LF Markey is all about slow fashion, the evolution and perfecting of an idea over the course of many seasons and even years. So I only launch a few completely new designs each season.

“LF Markey is a vibrant, bold and exciting label. Providing us with the look that is so NECESSARY in our lives”

Do you have a favourite design?
I always love boilersuits! I have several different variations in each collection.

What is your key focus when designing something new?
I’m very conscious to keep to the LF Markey philosophy of simplicity, geometry, utility and bold colours. I also try to keep a level of femininity to the clothing.

What do you think makes a good design work?
The most important things are proportion, quality, fabrication and colour choice. But then the details can make a big difference to, such as thread colour and weight of stitch. Hence the long development process and continuous tinkering with existing styles!

If you could give any advice for a person that wants to go into fashion design what would it be?
It’s a long road, stick with it and try to carve out your niche from day one.

Describe your work in one word.
I can’t!

Describe yourself in one word.
Pragmatic.

How would you define culture?
The wonderful product of collective consciousness and a reasonably long period of human existence.

Find out more about LF Markey here via the official website.