Best of British: Modern Love
Modern Love were discovered at our Best of British Design Open Call – and became the only womenswear brand from April’s event to successfully make it to our shop floor. We can see why – their dramatic and vivid prints have a hint of the orient about them, and combine with feminine silhouettes for a statement look that we can’t get enough of. Designers Sarah Arnett and Kim Hunt told us about their experience and the work that goes into each collection…
What’s your designing process?
Sarah: When we started the process we decided who our woman was, and really she is a combination of the two of us, covering body shape, lifestyle and aspirations. We talk about occasions, the different places a garment might be worn and fabric choices and style considerations for each garment. Kim and I meet, discuss, then research individually; then bring it back together again to make final decisions. I mock up prints and colors and then start to work on themes and apply them to each garment. I then go and lock myself away for a few weeks and work through all the prints. Styling and detailing develop through the sampling process and we like to keep ideas open so they can evolve.
What was your inspiration for the Autumn Winter prints?
I am always intrigued by patterns in nature, composition and balance of color. I like to research and draw the natural elements and then re-create and mix them up to create my own vision. I think one can’t help being influenced by the zeitgeist from film, exhibitions, books and fashion but I have my own momentum of what I feel I should design next. The prints have ideas taken from looking at rocks in a riverbed, to mist seen in woodlands and birch trees and butterflies surrounded by climbing florals. It’s always a little more difficult to create nature inspired prints for the winter but I think the colors and textures are the thing that tie all the elements together.
How did you find the Best of British experience?
What started off as nerve wracking turned out to be the opposite. Well organised and surprisingly fast, and best of all was the connection between everyone there, all being incredibly supportive of each other. You realise that the few minutes allocated is actually plenty of time to get your ideas and products across and you could tell that people were getting useful feed back and found the experience very positive.
What would your advice be to this season’s hopefuls?
This is an amazing opportunity, for a store like Liberty to actively support new talent by allowing this day to happen is so refreshing in this commercial world and demonstrates how they view the market. Remember these are experts in their fields seeing your designs so all advice is good advice. Just be really prepared. We did practice our pitch and had researched Liberty and the other labels they stocked.
What do you love about Liberty?
The creative environment, the history and longevity of the brand. Liberty does carry and support small, niche and individual collections. It always feels luxurious but very approachable. It is a creative environment that continually strives to make shopping, or even just looking, an inspiration….and that they love print!
What would be your ultimate indulgent purchase from the store?
Kim: Choosing something from the perfume department (individually made for me) followed by a cream tea.
Sarah: An Alex Monroe charm, because I’m rubbish at buying myself jewelry, so this would feel really indulgent…and then tea with Kim.
What are your plans for SS12?
Modern Love will continue to provide artistic and individual garments that women can really enjoy wearing. We will build on what we have started, concentrating on quality in all areas from design through to manufacturing.
We also asked womenswear buyer Stephanie Jones what made Modern Love stand out at the Design Open Call:
What about Modern Love caught your eye?
The beautifully illustrated prints and bold use of colour really caught my eye on the day – Kim and Sarah were wearing the dresses and looked amazing! The shapes are feminine and really flattering on the body.
What do you look for at Best of British?
Unique and talented designers that will appeal to the Liberty woman. Sometimes it’s a fully set up brand and sometimes it’s just an idea that we can really develop and get behind.
What past Best of British designers do you still stock?
Draw in Light and Geannine Pollazzon, both of which have gone from strength to strength. Their new collections are available in store now – each utterly desirable in their own unique way.
What’s great about Best of British?
It gives new and emerging designers the opportunity to meet buyers and get valuable feedback on what’s great about their product and what might need improving or developing. I also love the general atmosphere on the day – it always amazes me that everyone is in such good spirits after queuing for so long!
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