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" 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

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" My clients can choose their own colours and fabrics to have something unique in their wardrobes. "

" 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. "

" There's a great niche in the market for what I do, which is effortless style. "

" There is nothing more beautiful than personality wrinkles. "

Emilia Wickstead

Beautiful

Wrinkles

" I think that the typical Emilia Wickstead women is very effortless, very sophisticated: she's got alluring style, and she's always taking on fashion. I always describe her as 'imaginative with her own taste'. "

" As for design, I gravitate to traditional styles but mix it with an element of surprise. Whether it's a big sash bow in the back or an unexpected fabric, it all needs to work together. "

" 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. "

" I've had women buy their entire wardrobes from me; from suits to full-length evening gowns and sophisticated day dresses, they buy everything. "

" I love the cleanness of Kaare Klint and Rud Rasmussen furniture, especially the wooden criss-cross under-bars of their sofas. "

" The minute that a celebrity wears your clothing, that gives you international exposure and the best advertising you can get. "

" I love wearing interesting shoes that work well with my outfit. "

" I never get my hair done. I just do it myself. "

" I'm always designing for that sort of dressed-up woman who likes to go to different occasions, who's career focused, but she entertains in the evening... a very sophisticated-feeling working woman who likes to have fun. "

" 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. "

" I don't come from family money, and neither does my husband. "

" I think that we cater for the woman that wants to be fashion-forward but also wants to purchase an investment piece that she'll have in her wardrobe forever. "

" New Zealand is such a down-to-earth place. "

" 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. "

" I feel far more empowered, sophisticated, and forward-thinking in flats than in high heels. Especially when I am working and hosting meetings. "

Emilia Wickstead

I Am

Meetings

" I think I'm starting to be a little bit more appreciated or a little bit more noticed in the industry. "

" Skincare is incredibly important. I try to look after my skin as much as possible because I'm always inspired by women who age gracefully and naturally. "

" Here in London, you can go for picnics and have a barbecue; you can go to a park and wear bare feet, much like New Zealand. But there's just so much buzz going on; you can be inspired by anything and everything. There's always something to do. Always. "

" I'm always doing everything backwards. "

" 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. "

" I want to offer a wide range of classic and contemporary bridalwear to suit all personalities, readily available to try on. "

" I saw a niche in the market where made-to-measure wasn't being done in a modern, fresh way or in a short period of time. Traditionally, bespoke orders take a very long time, but I thought, 'Here we are with all these fashion-forward ideas - why not?' "

" My autumn/winter 2011-12 collection embodies the bold and beautiful while reflecting an innovative style and passion for immaculate design. I believe that this collection radiates modern femininity and beauty in its purest form. "

" 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

Play

" I attended speech and drama classes with a nun to help me gain confidence in speaking without my face turning red each time. "

" I am a little obsessed with stripes. "

Emilia Wickstead

I Am

Obsessed