As increasing numbers of people search for interesting and unique pieces away from what the typical high street offers, online ‘shops’ and ‘boutiques’ are becoming a clear alternative to their physical counterparts. But well-made and high-end pieces aren’t reserved for the websites of mainstream stores and well known designers. Many affordable and often exclusive designs can be found in independent online shops, such as Clasp Clothing, an online boutique that reaches beyond the typical basics and trends and instead offers clothing and jewellery a distinct step away from the high street. I spoke to owner Nicky Hayes who founded the site in 2011. “Clasp had been an idea in the back of my mind for so long and it finally just felt like the right time to push it forward.” Clasp Clothing sells high end pieces and jewellery by seven different and exclusive designers. “Fortunately,” Hayes states, “I knew a lot of designers that were dying to get their ideas out to the market, and looking to build a name for themselves.”
Some of Clasp Clothing’s designers are students and I asked Hayes what attracted her to student designers in particular; “Students are brave,” she said, “they aren’t afraid to try new things and are more about building a name rather than producing profit. Also, I was a student not long ago and I know how important it can be to be given that chance to show what you can do, even without ten years of experience behind you.”
The stocking of one-off and exclusive designs is also key to Clasp Clothing’s uniqueness amongst many other online boutiques; “Being original was always what Clasp had been about. We didn’t want items that could be found elsewhere. We’re really proud that our designers showcase new items and take the risk to try something that is new but still beautiful.” The exclusive boutique’s products change as their designers bring out new pieces, adding vitality to the website; the latest designs not necessarily reflecting the most recent catwalk. The range of jewellery stocked has a vintage feel, each piece unique and imaginative, a personal favourite being the charm bracelets that are gently colour co-ordinated and very affordable.
Hayes states that Clasp Clothing is “still taking on new designers” and it is the range, and potential future ranges, of different ideas and creations from the designers they showcase that is most exciting. From speaking with Hayes there is a definite sense of connection between Clasp Clothing and the individuals who create for them. She says that she’d “love to see a designer who had begun with us, really push themselves and become a household name” and it is this relationship between talented designers and a store which is willing to give them a chance which ensures the online boutique’s future.
Hayes states that she would “love to see Clasp grow, to take on new designers, showcase at more fairs, but at this time though the main focus is just keep stocking good quality and low priced garments that make a woman feel special.” I asked Hayes if she had any advice for those among us who harbour similar ambitions of beginning their own businesses. “Just try it! Being afraid is natural, but the feeling of regret is so much worse. Think it through and follow your instincts, because if you’re passionate enough about it, you’ll always make the right decisions.” I spoke to some of the designers individually…
Serena Perks
How did you get started in designing and the fashion industry?
I have always been fascinated with fashion; even when I was a little girl and asked what I wanted to be when I was older I have always said: “I want to be a fashion designer. Once I finished school I went on to study fashion at college for about 4 years, after that I went on to further study at Wolverhampton University, where I am currently studying a Masters in Fashion.”
What is your inspiration when designing and what draws you to create the unique clothing that you do?
I am extremely inspired by the idea that fashion is a form of camouflage – each outfit you wear you choose in order to tell people something, a way of communicating with everyone that sees you. You may be expressing your true self or you may be putting on a disguise. Do we truly know anyone or do we see what they have decided to reveal to us? I love creating clothing that make women feel comfortable and confident, working with the female silhouette and creating pieces that conceal imperfection or distort the traditional female shape.
How would you describe your designs?
As a designer I would describe my style as fashion forward, creating a modern, clean but edgy look for women who are not afraid to express themselves through fashion. I believe fashion is a way to show your personality, enhancing yourself by being an individual and showing the world that you are through what you wear. The main thing I love about fashion is how it can be used as a form of communication. Fashion can expose or disguise your true identity; you are in control of deciding how you want people to perceive you.
What are your plans for the future?
For my current work on my Masters I have been researching and experimenting with smart fabrics. I am currently designing clothing that reacts with its environment, experimenting with hydrochromic inks that react and change colour when in contact with water. My future plans after my masters are of course to carry on designing and making, but I am interested in going into to teaching higher education.
Eleptheria
How did you get started in designing and the fashion industry?
Once I finished my fashion degree I worked for a couple of designers in London and some bridal designers in the Midlands. I had always wanted to start my own label since I was at college and decided that with the experience I acquired I was ready to start my own business.
What is your inspiration when designing and what draws you to create the unique clothing that you do?
My inspiration is very vintage inspired. I take all my vintage inspiration and mix it with in-season designs to bring it up to date.
I would describe them as fun, sexy and colourful. Bearing in mind that they are very comfortable to wear and are designed to fit and suit all body shapes.
What are your plans for the future?
I am looking to move in to the bridal marked starting with bridesmaids’ dresses and accessories. I am also always expanding my clothing collection with the new collection being customisable at home, where customers can create two to six new outfits out of one original outfit.
Klara Mec
How did you get started in designing and the fashion industry?
I started in 2004 when I was 15. I created my first collection, ‘Dreams’, for an avant-garde teenager fashion contest. The idea came from my paintings and birds, I made batik paintings on the garments. I entered a lot of competitions later, and finally I got my degree in Fashion Design. I was really happy when my collection was shown in Earl’s Court. Recently I have done the [C]Kult exhibition in Paris for young fashion designers. Also, one of my dresses was selected for the White Swan show in Paris – it was a great experience. Currently I am a freelance designer for Clasp Clothing and I carry on with creating and making my ideas reality.
What is your inspiration when designing and what draws you to create the unique clothing that you do?
I take inspiration from history, music, paintings and literature. I like observing daily things – people on the bus or train, or just walking on the sea coast. Some great ideas I just find in my dreams. Inspiration or ideas are like a flashlight, it is here and you need to catch it.
How would you describe your designs?
My designs are tailored as I prefer tailored garments. I like working with soft, natural fabrics and I have a passion for combining different textures and layers in outfits, from a light weight silk top to a heavy felt jacket. This texture and tailoring work is a mark of my designs.
What are your plans for the future?
My plan for the future is to create a new collection, attend more competitions and to find new inspiration.