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" I'm always doing everything backwards. "
Emilia Wickstead
Doing
Backwards
Always
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" I don't think there's any excuse for not being able to put on a beautiful product and make yourself feel fabulous. Just have some key pieces in your wardrobe that aren't seasonal. "
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Key
Feel
Beautiful
" If I'd really known how hard I was going to have to work behind the scenes to have any kind of business, I think I would have stopped. "
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Going
Business
Work
" I love doing fittings and seeing women look really confident in their clothes because they're not wearing something too boxy but that really shows off their figures. Everybody has a different figure - it's important to design for different shapes. "
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Love
Clothes
Women
" I feel like British designers are having a real moment; there's a lot of freedom to be different, and I think that that's what so unique. There's no expectation of what you're going to see at London Fashion Week, and I think that's why you get such a mixed bag of sweets. "
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Fashion
Unique
Think
" The first wedding dress I ever made was for myself. It was at a time when I had my business up and running, but it was still very early days, and I thought, 'This is my moment to do whatever I like.' "
Emilia Wickstead
Myself
Business
Dress
" A lot of people ask, 'How did you start the business, and how did you do it money-wise?' And the truth is that I had three jobs. A day job, an evening job, and then designing my collection as well. That's just how we did it. "
Emilia Wickstead
You
Business
Day
" I was so young when I started, my taste has changed and developed, and I've gone from being a little bit safe to trying different things. "
Emilia Wickstead
Gone
Young
Trying
" I don't come from family money, and neither does my husband. "
Emilia Wickstead
Husband
Money
Family
" Prada Infusion d'Iris perfume - my mother wears it, so it feels like home away from home. It's lovely to smell her scent at all times. "
Emilia Wickstead
Scent
Her
Home
" I wore one of my own designs on my wedding day. "
Emilia Wickstead
My Own
Wedding
Designs
" I love the idea of a dress or a coatdress rather than a suit with a jacket. "
Emilia Wickstead
Jacket
Suit
Rather
" I strongly believe that many of the best decisions are made on gut instinct. "
Emilia Wickstead
Decisions
Best
Believe
" I've had women buy their entire wardrobes from me; from suits to full-length evening gowns and sophisticated day dresses, they buy everything. "
Emilia Wickstead
Suits
Day
Dresses
" My grandmother, Amalia Pia Emilia Vignola, whom I called Nonna, brought out the fairy tale in everything. She used to tuck me into bed so vigorously that I never felt anything less than comforted, and then afterwards, she would sit on a cane basket box next to my bed and read Hans Christian Andersen to me. "
Emilia Wickstead
Sit
She
Me
" It's a huge achievement to have anyone wearing your clothes, and when they are in the limelight, it's the best advertisement for your brand. "
Emilia Wickstead
Your
Clothes
Brand
" Once, four friends and I cut all our hair off, like boys. A couple of them cried afterwards, but I thought we looked really good. "
Emilia Wickstead
Like
Good
Thought
" We're creating a brand image which didn't exist in the beginning, and I want to grow that. And in the way that the clothes and services we offer are a luxurious niche, I want to be doing that with accessories. "
Emilia Wickstead
Brand
Clothes
Doing
" To escape and sit quietly on the beach - that's my idea of paradise. "
Emilia Wickstead
Sit
Beach
Paradise
" In the day, I wear mascara and tinted moisturiser - although I've learnt that if I'm getting my photograph taken, it's better to apply more; otherwise, I look really, really tired. "
Emilia Wickstead
Wear
Better
Day
" There is so much talent in British fashion: a real cookie jar of different aesthetics with designers like Mary Katrantzou, Erdem, Christopher Kane, J. W. Anderson, and Simone Rocha. "
Emilia Wickstead
Jar
Real
Talent
" I love seeing a woman in a beautiful dress and pairing it with a light shoe that shows skin - I really believe in toe cleavage. "
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Dress
Woman
Love
" I love the cleanness of Kaare Klint and Rud Rasmussen furniture, especially the wooden criss-cross under-bars of their sofas. "
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Furniture
Wooden
Love
" The minute that a celebrity wears your clothing, that gives you international exposure and the best advertising you can get. "
Emilia Wickstead
Your
You
Celebrity
" There's a great niche in the market for what I do, which is effortless style. "
Emilia Wickstead
Market
Great
Effortless
" I was very aware of the fact that I was a young designer, and I didn't want to fall into the trap of 'mother of the bride' dressing and 'occasion-wear.' I wanted to make sure that girls my age were wearing it and that there was a cool factor to my clothes. "
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Fall
Bride
Mother
" It's quite funny. I grew up with my mother: as a designer, she was always working, and I actually used to say to her, 'Whatever you do, never leave me your business.' "
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Business
Me
She
" My grandmother has strongly influenced my approach to beauty. She has always cared for her skin by cleansing and washing her face with warm water in the morning. At all times, she has lipstick on and her face is immaculately powdered - she follows the same routine to this day and looks great at 94. "
Emilia Wickstead
Day
Morning
Beauty
" It's almost like a chintzy floral that I play on, and sometimes it can get a bad rep. It doesn't necessarily feel modern, but with different silhouettes and cuts, it can. "
Emilia Wickstead
Feel
Like
Play
" The most wonderful thing about having a small business is that every person we dress gets a really intimate process. "
Emilia Wickstead
Small
Dress
Person
" There are many bespoke services in the U.K., but everything's quite old-fashioned. There wasn't anything young and modern and fresh. We're this young service, where a 25-year-old might come and get some great skirts and her mum could come in for some linens. "
Emilia Wickstead
Everything
Great
Her