Despite claiming that she doesn’t design with herself in mind, 42 year old creative director of womenswear brand Finery, Emma Farrow’s personal aesthetic is undeniably reflected in the clothes she creates: the perfect mix of androgynous and feminine.
”I think about all the women in my life when I’m designing, from my sister, to my Auntie Jane, to my neighbour,” she tells The Telegraph. ”I don’t think about it as age, just woman who love fashion – it seems to work.”
Work, it definitely does. The online label, which launched in 2014 and is sold from Finery’s own website as well as from John Lewis, wields a plethora of unique pieces, from asymmetric printed dresses, to fabulous shirts (the one that Farrow is pictured in commanded lots of oos and ahhs during the shoot), to statement wide-leg trousers, that are just as well suited to work as they are an evening out or weekend away. As a result, they regularly sell out. ”I hope that women now know they don’t have to wear a body-con dress and a suit jacket to look powerful – a statement shirt or a fluid day dress can say it all,” says Farrow.
The shoes and outerwear are also not to be missed: think lemon-yellow boxy leather jackets and buckle-laden suede slingbacks. We’ll take both.
”My usual dress code is a shirt – either a men’s one or something more feminine – worn with a good pair of jeans, a piece of tailoring and a low heel that I can walk from the train to the office in. It’s not rigid though, I do wear dresses,” says Farrow. ”I went through a period of not really wearing jeans, but now I love them,” she adds.
Fluidity is something Farrow considers with regards to her designs as well as her own wardrobe. Rather than creating items that are season-specific, Finery specialises in pieces that can be re-worked all year round. ”We really wanted to do a slower kind of fashion,” Farrow tells The Telegraph. ”I like the idea that our pieces aren’t just throwaway – a printed dress that you buy at Christmas will be just as wearable when the sun comes out.”
Items of clothing that don’t have a two month window within which they can be worn, are appealing not least in terms of sustainability, but also from a financial perspective.
Colourful and patterned clothes are in abundance at Finery, something that Farrow also incorporates into her own wardrobe. ”I used to only like wearing colour as part of a print, but recently I’ve started to appreciate the subtleties of wearing blocks of colour too,” she says. ”That said, I have a floral jumpsuit which is a fail-safe for me – if I know I’m going out I will wear it in the day with a jumper that I can take off in the evening. ”
”I think as I’ve got older, I’ve realised how important it is to wear colour to lift both your mood and the way you look,” Farrow continues, citing Belgian designer, Dries van Noten a source of inspiration: ”He’s always surprising us. The last collection was a magical moment but he’s so classic as well, and he always stays true to himself.”Read more at:evening gowns | formal dresses canberra