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Velveteen Q&A with Laura Egloff - Best international children's fashion brand 2014 - WINNER

We meet the designer behind the 2014 Junior Design Award-winning entry

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What is your name and job title?

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

What did you love to wear as a child?

I was born and raised in Southern California and so my earliest memories are of running around the parks and beaches in flowing cotton sundresses and strappy sandals. My mother and grandmother used to make most of my clothes so there were always really fresh colours and flower embroideries involved. I was a proper flower child!

What’s so great about children’s fashion?

I love being able to create beautiful looks for children and to be a part of their journey of self-discovery. Personal style is a reflection of how we see ourselves and being able to positively impact this crucial time of development in a child’s life is such a great gift. There are so many beautiful brands and talented people in the industry that children’s fashion is really stepping into the forefront – which I love to see and be a part of.

What are the highlights of your autumn winter 2014 collection?

As always, we focus on making our own high quality and beautiful fabrics that focus on rich and sophisticated colours with a splash of metallic gold to represent the whimsical and sparkling nature of childhood. The AW14 collection introduced a beautiful cashmere knit grouping which we paired with our hand printed cotton-satin to create the Nelly dress that I love for all ages. It’s really quite posh looking but also very easy to wear and comfortable.

How important is it to keep up with changing fashion trends?

In children’s fashion it’s as important to keep up with the trends as it is to push the boundaries and begin new ones. There’s such a sense of freedom and fun in designing children’s wear that you don’t have to restrict yourself to just the trends of the moment but, equally, you can also really embrace them and bring them into the collection.

Do you have a muse?

My vision of what Velveteen should embody, aesthetically and emotionally, has always been based on my memories of a small town in the South of Switzerland called Morcote. Morcote is nestled in the hills overlooking Italy and Lago di Lugano. The village is a maze of narrow cobble stone paths where children laugh and play in the patches of golden sunlight that filter through the houses - the sound of motor boats echoing up from the lake and the clanging of glasses from the Piazza cafes overflowing with people catching up on the day's events provides a constant hum of energy. If a place and time can be considered a muse, then this vision of Morcote is certainly mine.


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