Who is she?

November 06, 2012


Hello all,

Building, planning, imagining the collection is the stage that I really love, I literally picture the person who will be choosing the boots, placing an order and then waiting for the delivery. I imagine her life, what she looks like, where she goes....and most importantly, what she has in her wardrobe. Is she into skinny jeans? Does she wear boots in the summer? Is she busy in the day or a night owl?  

I imagine her life and then think about how we can offer her her ultimate boots, the ones she cant resist buying. The ones she will be so pleased with, the ones her friends will envy. We want to make her feel special, feel great in the boots, feel she looks fab, boost her confidence.

I imagine that she is confident in her sense of style, she has a collection of basics in her wardrobe that she wears regularly and knows they suit her. I think she had reached a stage in her life where she is rejecting the mass produced fashion items that flood the high street, and instead choosing beautiful items that reflect her sense of style.

"It’s a new era in fashion - there are no rules. It’s all about the individual and personal style, wearing high-end, low-end, classic labels, and up-and-coming designers all together."

— Alexander McQueen

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