I wanted an interior that felt like an apartment rather than a store. It was important for me to create a space that feels like someone curated her art collection for it, displays her design objects there, selects her clothing from there every day … right down to the clove-like scent in the space and the music – it’s designed to feel like you are in someone’s home.
We looked at a range of colours that appear very simple and “neutral” but that are super-chic and sophisticated. So, greys with sombre tones of blue; dark chocolates and putty; tones of clay and wheat. There’s lots of texture as well: oak floorboards, raw-textured walls, luxurious linen and polished lacquered surfaces.
The images for the look book for the new Remember You Are collection are exceptional – how did those come together? The campaign images were also the product of collaboration with some of the best creatives out there. They were photographed by Travys Owen and feature international Cameroonian model Noelle Graobe – with gorgeous makeup by iconic South African makeup artist Lesley Whitby – in Melville Koppies in Johannesburg.
The new store offers a selection of art, ceramics, books, gifts and lifestyle products – why add this to your offering? In my recent role as editor of House and Leisure, I got to see amazing craft, art and design and I really wanted the space to reflect me as well … a space that expands on all the things I find interesting and inspirational and also, very importantly, to set the brand apart from other designers’ offerings.
So it’s not just about the clothes? No, exactly, it’s about a mindset, a different set of rules to live. In my own home, I hate having things that are ugly and callous, like shampoo bottles with loud aggressive branding or tea bags with ugly tags. So, I decant, strip, remove, tear all day long so I can have a space that is about calm and gentle design, things that don’t shout and demand.