Emilia Wickstead’s California Dreaming

New Zealand fashion designer Emilia Wickstead hit California this week to celebrate her new collection for London’s Matchesfashion.com, stopping in San Francisco firstly, where she and Matches co-founders Tom and Ruth Chapman mingled with Gwyneth Paltrow.

Amid the hubbub, Wickstead took time-out to sit with Women’s Wear Daily (WWD) and over a cup of herbal tea, opined about San Fran vs. Los Angeles, Cali “cool girls” and Sloane Street’s new hipsters.

London-based Wickstead describes how California inspired this latest collection:

“I loved San Francisco; the women seem very casual but that perfect balance with professional. I think LA is more about those throw-on pieces that are effortless but you look picture perfect almost. It’s really what this collection is about.”

The magazine asks the designer about her new London store on Sloane Street.

“We’ve got pink velvet walls, pink terrazzo floors and, of course, chintz sofas. It’s by Chloe and Anya Hindmarch; the area’s really changing from uptight and fancy to youthful and chic. There are a lot of butcher shops, cafés and flower shops going in so it’s quite a renaissance and I’m excited to be a part of it.”

Original article by Marcy Medina, Women’s Wear Daily, May 12, 2016.