Modern Austen - An Interview with Olivia Annabelle
Have you ever wished you could dress like a witty and powerful Austen character on the daily, but worry about the stares you would most definitely receive, then a subtly historically inspired outfit is most certainly for you. But, where would one go about finding such a thing? Well, let me introduce you to the beauty that is Olivia Annabelle! In a world of ridiculously fast fashion and widespread unethical practices, Olivia Annabelle focuses on limited capsule collections using as many natural fabrics as possible. I was absolutely delighted to chat to Olivia Welsh, the founder of Olivia Annabelle, all about her small fashion business and here is what she had to say:
Can you tell us briefly about your brand Olivia Annabelle?
“Described as 'A Slow Fashion Fairytale,' Olivia Annabelle has an inherently British feel, and takes inspiration from the nostalgia of the past, local traditions and superstitions, with hours spent researching the history, novels, art and culture of each theme. Each collection is themed and designed with exclusive playful one-off prints and accessories all designed in-house by our small but dedicated team of talented creatives. With an emphasis on whimsical, feminine and classic silhouettes taken from different time periods combined with distinctive prints and traditional fabrics, the result is a unique but carefully curated collection that encapsulates the romantic spirit of dressing up in a contemporary world.”
Why did you create Olivia Annabelle?
“A frustration with the lack of diversity in design and innovation on the high street fostered a desire to design clothes made from beautiful fabrics that are unique, well made and don't follow trends. At the heart of the brand is our aim to make limited-edition high-quality pieces that have longevity and timeless appeal that can be kept and worn forever. In keeping with our inspirations from the past, we like to think that Olivia Annabelle produces keepsake pieces that you want to hold onto forever, past down to future generations and treasure for a long time.”
What is your approach to sustainability?
“I think storytelling is hugely important in building a sustainable brand – I like the fact that customers can see on our website our whole journey, our story, and our complete transparency. I wish that more brands would be transparent with their production and I know it would certainly make me think twice about buying from them if I knew their true ethics. I love theming our collections too – as we’re not a fast fashion brand who just produce trends – we create pieces that hopefully people will keep for many years to come. At Olivia Annabelle we believe that finding high-quality fabrics doesn’t have to mean ‘plain’ – we pride ourselves on the extensive research we do when sourcing fabrics to find unique and luxurious materials, which we complement with our own distinctive and original prints. As part of our mission to create more sustainable and long-lasting products we are always looking into new ways of producing our printed fabrics and now only work with fabrics such as Cotton, Silk, Tencel and Viscose. In 2020 we phased out polyester from our collections entirely.”
What is your design process for your limited collections?
“The hardest part is picking a theme that’s got enough depth to it to create a meaningful collection from. When looking for themes and inspiration I usually start by looking at my extensive Pinterest board collection. Every time I find something that inspires me I try and create a board on Pinterest that I can then build a concept around. I currently have 120 boards on there at the moment! Then we get to work on creating print ideas, the story behind the theme, what story we want the collection to tell, look at historical shapes of the time etc, and we curate these ideas into a more modern way of wearing historical themes!”
What is your dream for the future of Olivia Annabelle?
“Ideally, I’d like to see Olivia Annabelle have a big following of conscious fashion consumers who are invested in the brand. It would be an absolute dream if alongside being stocked online, we could be stocked at some cute boutiques across the UK including places like Liberty London - my favourite shop! In a way, I'm already living my dream by running OA and when I see orders go out all over the world I really have to pinch myself!”
And finally, what does fashion mean to you?
“One of my favourite all-time quotes is from the late Bill Cunningham, "Fashion is the Armour to Survive the Reality of Everyday Life," I really love this quote because I genuinely think you can be whoever you want to be when wearing clothes that make you feel confident and happy. I even have that quote printed on my packaging envelopes because I think it's really important that customers feel happy and confident in my OA designs.”
To follow Olivia Annabelle and shop their latest collection:
Website: www.oliviaanabelle.co.uk
Instagram: @oliviaanabelleapparel
