Zion , gave me the right motivation to start a childrenswear brand . Right in my living room , completely from scratch , and on my own , I started to put down a few designs . I made quite a few mistakes during these is a continuation of the previous summer SS16 ; inspired by the iconic , classic tale of “ Alice In Wonderland ” celebrating its 150th anniversary . It ’ s a new chapter shaped and designed with new exciting details . years , but slowly with many sleepless nights , and with the help of my partner , Sep ( who is involved more and more in the business , being my supporter , my adviser , the brand photographer , and anything else
DO YOU HAVE A FAVORITE PIECE ? My favourite piece is the girl dress with Hearts appliqué . It ’ s minimal , simple , and at the same time very cool .
I ’ m asking and nagging him for ) we created what has been my lifetime dream . WHAT MESSAGE DO YOU HOPE TO COMMUNICATE
WHERE DOES THE NAME COME FROM ? “ Loud ” came from the concept and aesthetic of what we felt the brand embodied . With its bold graphics , the use of black , and quirky styles , along with the fact that it ’ s a Childrenswear brand and children are often loud-voiced and noisy , we feel the name truly represents the spirit of
THROUGH THIS COLLECTION ? It ’ s not a particular message we want to communicate , but rather we just want to translate what the brand is and has been since its start ; a brand that stands true to its unique personality , a distinctive look , and being at the forefront of their conceptual vision . our brand .
WHERE IS LOUD APPAREL BASED ? We are based in the super trendy East London area , Dalston . This area was , once upon a time , one of the most deprived areas of London , but lately regenerated and now is full of the most creative , cool , and fashionable people .
WILL YOU TELL US ABOUT HOW LOUD APPAREL BEGAN ? Loud Apparel began nearly 6 years ago . After studying at the London College of Fashion , with a degree in Fashion Design and Pattern Cutting , I always knew I wanted to set up my own brand and be the “ boss ” of myself . :) Living in this area , surrounded by and having neighbours such as Cristophe Kane , Ilya Fleet , and Marios Schwab to name a few , I wanted to translate the same cool and edgy style I breath every day into kids fashion . Also my muse , my boy ,
HOW DOES LOUD APPAREL FUSE BRITISH AND ITALIAN INFLUENCES IN ITS DESIGN ? I am Italian , from Pisa , Tuscany but moved to London nearly 18 years ago when I was more rebellious and looking for more adventure . During these years of living in London , I acquired the quirkiness , craziness , and edge that London offers . But , with that said , I still have the simplicity and beauty of the Italian style ( recognized worldwide ) flowing through my veins .
WHO IS YOUR TARGET CLIENTELE ? The target clientele for Loud is someone who loves to dress their children with a fashion-forward mindset .
WHERE DID YOU FIND THE INSPIRATION FOR YOUR AW16 COLLECTION ? The AW16 collection
WHAT IS YOUR IDEAL , CREATIVE ENVIRONMENT FOR PRODUCING DESIGNS ? Well , when producing new designs , I like to have a peaceful and relaxed environment . Often , with putting down first ideas , I have to be on my own , in the studio , and with classical music playing in the background . I adore classical music . I did ballet for nearly 14 years growing up . It ’ s something that I ’ ll never forget .
DO YOU HAVE ANY UPCOMING PROJECTS THAT YOU CAN SHARE WITH US ? We are always trying to grow collection after collection as we are still a small business . We are currently working on the new AW17 collection which will be presented at some shows next January . It should have been finished already , but as usual we are always late and rushing .
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