Long-time admirers of each other’s work, Amanda Wakeley and Amara co-founder Sam Hood recently met on the sofa in the Amanda Wakeley flagship store in Mayfair, London. They discussed both of their own AW16 collections and the ever-growing synergy reflected between fashion and interiors.
Watch the video of their meeting and read Sam’s interview with Amanda about all things style & why ‘real’ women are the new face of fashion…
Sam Hood: What do you think is the secret to having great style?
Amanda Wakeley: Style is about how you feel, and so, it’s really important to me that the cut is beautiful and the fabric is beautiful. It’s those little things that make the wearer smile and I think that is really important.
Sam Hood: Who or what inspires you most?
Amanda Wakeley: I am constantly absorbing from my surroundings. My design inspirations come from people, places, nature, architecture, films, photography – mainly visual rather than literature.
Sam Hood: Your latest advertising campaign has caused a stir by using Kathryn Parsons the co-founder and CEO of Decoded as a model, and in the past you have used Ella Mills of Deliciously Ella- why is using ‘real’ people in your campaigns so important?
Amanda Wakeley: I use real women for my campaigns and I like to think it’s my point of difference. For the last campaign I used Ella Woodward of Deliciously Ella, and I thought it would be fun and current to use someone in tech. Kathryn believes so passionately in what she does that she’s prepared to shout about it and share it, and I always like to use women who are passionate about what they do. It feels very current, right and inclusive.
Sam Hood: Your designs appear across some of the most famous and respected British women, from Theresa May to the Duchess of Cambridge, if you could see your designs on any one, past or present, who would it be and why?
Amanda Wakeley: I have had the privilege of dressing many high-profile women and the power of their endorsements has been enormous and I have truly appreciated their support. I do what I do because I love women and I want them to feel great, regardless of who they are or what they do.
Sam Hood: Throughout your illustrious career you have had many ups and downs, what is the hardest lesson you have learnt?
Amanda Wakeley: I’ve never been one to sit around and lick my wounds. You just get on, pick up yourself and dust yourself off. I think that’s such a negative energy to focus on the ups and downs. What’s the point? Life’s too short.
Sam Hood: What does luxury mean to you?
Amanda Wakeley: I definitely believe in quality over quantity. Luxury is being able to feel comfortable, cocooned and secure.
Sam Hood: Does your interior style influence your fashion style or vice versa?
Amanda Wakeley: Every inch of my retail stores are to my aesthetic, from the hanging rails commissioned to resemble glamorous hotels’ brass porter’s trolleys to the custom-made chain chandeliers, handcrafted in Tuscany. It is a reflection on my aesthetic and myself. My influence courses through all of my work.
Sam Hood: What is the best advice any one has ever given you?
Amanda Wakeley: My partner Hugh Morrison has been an incredible sounding board, full of advice and encouragement. I can’t help but think how it would have been if I’d met him 20 years ago.
To celebrate their meeting and shared style ethos with Amara, Amanda Wakeley are offering all Amara customers an exclusive 15% off , simply use the code AMARA15 at the checkout, hurry as this offer ends on December 31st 2016.