London's taste for the eclectic and avant-garde keeps it firmly at the frontiers of fashion - creating the perfect, fertile environment from which an abundance of new designers can emerge. The energy and diversity of the city has been a constant source of inspiration for generations of London-based designers and indeed, anyone interested in fashion, and this new series of STYLEist celebrates the amazing talents of the capital's up and coming style-setters.
Hatastic - Chloë Haywood
Since winning the Clothes Show Designer of the Year award when she was only 15, Chloe has always had the belief that anything is possible. She studied acting at The Arts Educational Schools, Chiswick and became a professional actor for 6 years. Since then, Chloe has many achievements under her belt, including designing the awards for the Amnesty International Media Awards in 2004/5, producing a one off game show The WiG GiG!!! in aid of Macmillan Cancer Support and was winner of Radio Advert Competition by writing & performing advert specifically for Nivea product. In March 2009, Chloe Launched her own small business making fascinators and hair accessories called Hatastic and went on to win Fashioning Technology Competition by Folksy with a piece called 'Tech Head Fascinator". Chloe launched her RECREATION Collection at Alternative Fashion Week and is just back from Brighton Fashion Week
Describe your brand
Hatastic! is an eclectic range of unique handmade hats, fascinators and hair accessories inspired by the beautiful bits and bobs sourced from remnant boxes and junk shops. Each piece is designed and made by Chloë Haywood simply from the materials that she finds, so you’re guaranteed something really original and different. Hatastic! caters for the woman who wants that accessory ‘with that little bit of a difference’, whether it be for everyday, party, ball or wedding.
Chloë describes her pieces as ‘Elegant, witty and timeless - everything a hat (and a woman) should be!’ A bespoke service is also offered so COMMISSIONS WELCOME!
What does fashion mean to you?
Fashion to me means individuality...i.e. what you wear should reflect you as a person. Your personality will come through the style and the great thing about that is that you'll never go out of fashion!
Who epitomises London Fashion for you?
Well my immediate answer would be Vivienne (Westwood), but then you have to also check out The Style Scout...they email you images of people captured on the streets of London - so different and unique and I've always loved London for the fact that you can wear anything and no one bats an eyelid. In a way it pushes the envelope to encourage you to experiment more with whats in your wardrobe. Much more fun than spending £££ on a label.
How has London inspired you or your designs?
You can be who you want to be in London so that's what I aim to fulfil in my work. What I enjoy making, or what ideas amuse me, I put into my pieces.
Where do you hang out?
Currently I am 6 months pregnant with our first nipper, so I'm not doing much bar crawling these days, but I do love my morning walks with my fluffy white dog Alfie - these cool bright mornings of the summer are idyllic in the forest minutes from where we live. Helps me plan my day too.
What's the worst outfit you've seen someone wearing on the tube?
It happens alot, but clothes that don't fit! Clothing sizes vary from shop to shop so just get a t-shirt that fits rather than SQUEEZE into it because you think it's your size. Style is all about comfort as well as look.
What was the first thing you designed?
My first fascinator was the Cream Butterfly piece that I made for myself simply because I couldn't find anything to go with my gorgeous vintage BIBA dress. Worn it lots, and it still gets attention.
Which designers inspire you?
Where can we buy your clothes?
But if theres nothing there that quite goes with your outfit, I also do bespoke pieces so please don't be afraid to ask! Stockists include Coco Career, Rococco Ethical Boutique, Shop Curious and Embellish London