The current fashion cycle is frantic. Trends take hold overnight and then disappear like a flash in the pan. Those tiny sunglasses that everyone is in love with right now? At this rate, they be relics of a bygone era before Monday. But rising British brand Colville is on a mission to combat this exhaustion associated with the breakneck pace of trends.
The label was started by Marni’s past design directors Molly Molloy and Kristin Forss, along with the former British Vogue fashion director Lucinda Chambers. Together, the trio just launched its first collection exclusively on Matches Fashion. And it’s easy to see why these pieces could stand the test of time.
The pre-fall collection is chock full of style staples like pleated wrap skirts, cotton sweatshirts, and high-waisted tailored trousers, all in the (very broad) ballpark of $125-$2,170. These hero pieces, among a few others, are intended to be worn season after season to build a wardrobe with a timeless quality.
“We feel that it’s the antithesis of fast fashion because it adds to your wardrobe, so when we bring out the next collection it won’t negate this one,” Chambers tells Business of Fashion. “We’ve already been talking about taking six pieces forward to next season,” said Molloy.
The other, more specific pieces are covered in abstract prints, and draw inspiration from the work of artists like David Hockney, who serves as a reference for the line’s art-centric vibe. In fact, the fashion innovators actually chose the brand’s name based on the street in West London where Hockney hung out in the 70s.
Keeping in line with their thoughtful design approach, the three women have no interest in creating items that don’t have longevity.
“One thing that was beautiful at Marni was that we never made anything which we thought would be a bestseller. I don’t think that those cold strategic ideas are where we come from, but instead it comes from love, passion and desirability,” adds Chambers.