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Velveteen Q&A with Laura Egloff - Best girls' designer fashion brand 2014 - HIGHLY COMMENDED

We meet the designer behind the 2014 Junior Design Award Highly Commended entry




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What is your name and job title?

Laura Egloff, I’m the Designer and Creative Director of Velveteen

Where do you find design inspiration? 

I’m inspired by everything around me and this is always heightened when I’m travelling. I travel several times a month and every city I visit is inspiring but the time I spend with our teams in India is always magical to me. No matter how often I go, I always find myself inspired by vibrancy of life in India. Music plays such and important role in my design process and nowhere is that more pervasive than in India. When I begin to develop a collection, I begin with a place and time in mind and then develop a story around that to create the Velveteen universe.

Why do you think parents are increasingly more interested in what their children are wearing?

The international pastime of watching what celebrity children are wearing, which I think really first started with Suri Cruise and her amazing Bonpoint wardrobe, has certainly been made more accessible to regular mums and dads with the advent of social media and the increasing number of fashion blogs that are dedicated to children’s fashion. This, in turn, has really put children’s fashion in the spotlight and has attracted more talent to the industry with an increasing number of brands dedicated to offering a wider variety of high fashion collections to children.

Why did you enter the Junior Design Awards?

Junior has always been at the forefront of high quality design for the children’s universe and many of my favourite brands are also past winners. As a designer, the Junior Design Awards have indicated a level of achievement that is recognised throughout the industry and I always look to the brands that are involved to find direction and inspiration.

What do you predict for the future of children’s fashion?

The rules that used to govern children’s clothing no longer apply and almost all of the big players in womens’ and men’s fashion now have a line for children. This is obviously resulting in a huge trend toward mini me ranges but I think that’s also really a reflection of what we see on the streets. Where parents might have viewed children’s clothes as disposable in the past, they’re now appreciating and investing in high quality, sophisticated and fashion forward clothes for their children. Following on from this, I think you’re going to see an increase in use of performance fabrics for babies and children’s wear.  There’s so much going on in this space right now for women and men that it’s only a matter of time before these intelligent textiles start being interpreted for children’s wear.

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