Starting your own business in your early twenties is no small feat, and even more so when entering into the ultra-competitive fashion industry. But after graduating from Ravensbourne and dissatisfied with the exclusive nature of fashion, Clio Peppiatt decided to do things her own way - and create clothing that provides a space for all women to feel welcome in.
'Honestly, the starting point for me kind of came out of feeling that there were a lot of problems with the fashion industry, rather than me being in love with it, if that makes sense. I was in love with the design side, the creative side, but the way the industry was as a whole I found quite intimidating.' Peppiatt continues, 'the girl I’m designing for, that really came out of not wanting for it to be particularly exclusive. Not wanting someone to feel intimidated by the brand - or feeling like they had to be this particular girl that was involved in listening to particular music, or going to particular places, to be able to wear it.'
When meeting with Peppiatt, it’s clear her warm energy rubs off on her designs. Three years from the launch of her eponymous label, she's earned a glowing reputation for creating craft heavy clothing dealing with the nuances of young womanhood. Embroidered naked ladies sit on wearable flattering shapes, hoodies are presented alongside bias cut velvet dresses - when it comes to her label, there's something to steal every type of girls heart.
Despite reiterating she doesn't see herself as any sort of fashion industry outsider, Peppiatt does 'feel a lot of points of difference in regards how I design compared to a lot of womenswear designers.' She explains, 'what I’ve learnt over the past couple of years - I’m not saying it’s something I’ve always done. But for example my clothing is a lot about the surface and embellishment and embroidery; all these very decorative techniques. However it's equally important that I also set a lot of importance on make and wearability.' It's this democratic approach to design that sets her apart from her peers in the industry. You're just as likely to see Peppiatt posting an image of one of the many young women who wear her t-shirts with pride as you are to see her regram a snap of Lena Dunham sporting some highly coveted Clio Peppiatt faux fur - and her price points ensure there's something for everyone.
But when you're in the business of designing dresses, how much pressure is there to ensure your own personal style matches up to the one of your brand? For Peppiatt, the synergy between what she wears and what she designs is natural. Because why make clothes you wouldn't want to wear yourself? 'My label and personal style is very intertwined, throughout the process of designing I'm always trying things on myself and seeing what else it might work with that I own rather than just my clothes. I wear my own label very, very often so it’s definitely very intertwined and kind of an extension of my own personal style.'
Despite this notable down to earth approach, fashion is still very much a game of fantasy for Peppiatt when piecing together a collection. 'The real, real show pieces which are very important for me to design, they can be more like the fantasy clothes. So not necessary things that I’ll get a chance to wear on a regular basis - but more like the clothes that I wish I had something to go to where I could wear them,' she says. Peppiatt describes her brand - and her London Fashion Week presentations in particular - as a heightened, more extreme version of herself. She understands her customers are unlikely to wear full looks because she's unlikely to wear head to toe of her own designs. This isn't a negative thing - Peppiatt understands the duplicity of womanhood, style, and the importance of putting your own spin on an outfit.
Citing films as her largest inspiration, Peppiatt's most recent collection saw her update Baz Luhrman’s Romeo and Juliet for the Tinder generation. 'I wanted to talk about a more modern day love story, so something that would resonate with girls and women today. It was taking in ideas of social media, dating apps and that sort of thing and presenting a sort of like an equally, non- straightforward love story – as complicated and complex love story as Romeo and Juliet is, but considering modern day factors.'
It's this reason why Peppiatt’s clothes, and herself as a young business woman, are equally as adored by many, many girls. She's relatable - the type of girl you’d make friends with in the toilet queue at a club, and the type of girl who wouldn't be afraid to tell you where she got her outfit - as she's likely to be wearing something fashioned by her own hand.
*Shop Clio's skirt here and her trainers here, both from adidas. *Plus, shop the full Campus range here.
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This article originally appeared on The Debrief.