Teaming up with LA based denim brand PAIGE, Rosie Huntington-Whiteley has created a collection of pieces that she describes as 'timeless and cool.' Inspired by the theme 'Forever & Ever,' the former Victoria's Secret angel worked alongside the brand's founder Paige Adams-Geller to create a wide variety of pieces are ideal for day to night dressing. Think silk bomber jackets, lame jumpsuits and embroidered sweatshirts. And then of course there's the denim. Featuring both lighter and darker washes, we love the raw edged fraying and studded pocket detailing. Here's how she did it...
How did the PAIGE collaboration come about?
I have been fortunate enough to be the face of the brand for the past five seasons and in this time Paige and I have worked closely together on the creative concepts for all of the advertising shoots. Given how enjoyable and collaborative the process was, creating a line felt like a natural next step. I couldn’t think of anyone better to collaborate with than Paige as she is the the first female founder in the denim industry and has over 20 years of experience in the business
What was your inspo for the collaboration?
I wanted every piece to feel versatile and easy to transition from day to night. Our vision was drawn from my ideal spring wardrobe: the perfect tomboy skinny cut jeans, one-shoulder frayed denim tops and dresses, lamé jumpsuits, tie dyed silk bomber jackets, embellished low-slung skirts and the staple denim shorts. To begin the design process, I looked to my favorite style icons and designers as a source of inspiration. From there, I made mood boards and dissected my wardrobe to pinpoint what I was missing and what items I gravitate towards time and time again.
What was your favourite part of the design process?
I can honestly say that this has been one of the most fulfilling experiences of my career to date. From our initial inspiration meetings to sketch reviews to seeing the samples come in, the entire process has been rewarding from beginning to end. Spending time with the design and business teams and seeing them bring a brand to life has given me a deeper appreciation for the industry and the PAIGE brand. Having my hand in every step of the process from start to finish is something I’m especially proud of.
What was the most interesting thing you learned while designing with the Paige team?
Creating the collection from scratch and seeing it come to life has been an incredible journey. With years of experience on the other side of fashion, I have been able to take my unique expertise and apply that insight into this line with PAIGE. The most interesting thing I have learned throughout the process, however, is how much thought and attention is put into every little detail. Every button, every stitch, every cut and every image was carefully, thoughtfully and lovingly decided on by Paige and myself. I think that is what will make the collection feel so special and resonate with the customer.
What's your favourite piece?
It’s very hard to choose just one piece as I love them all for different reasons. However, I think the silk tie dye Flo Bomber that is named after my sister is the standout piece of the collection. It’s cool, comfortable and perfect for the on-the-go girl. I’ll be wearing mine with the linen Cassandra Shirt and a pair of relaxed skinny jeans or shorts.
What icon can you see wearing the collection?
Blondie! I think she would have rocked the cropped leopard jeans!