We first met Alice at London Fashion Week, and the design and style in her pieces completely captivated us - chic and stylish wear for the modern working woman with a beautiful London vibe. With her calm and creative energy, she easily personified what The Moderna woman is all about. Alice kindly invited us into her home office so we could learn more about her journey in the fashion world and how she manages being a designer, a mother and an entrepreneur extraordinaire.
What did you do before starting your own business?
After graduating for LCF I went to New York to do an internship. I love the energy and feel of the city and wanted a change after 3 years in London. Luckily it turned into a full time position and I ended up staying in New York for a number of years, working as a designer.
What drove you to start your own business?
It left like a good time in my life to really challenge myself and try something different. Having spent valuable years working for other designers I felt I had the experience and confidence to start my own collection.
How did you make your start in the industry?
To start with I interned at Catherine Malandrino in New York, after which they offered me a full time position. It was a small, creative company and fast paced. I worked really hard but I was also really lucky that someone took a chance on me. After this I moved to Calvin Klein which gave me a great insight into the working of a global brand. I moved back to London where I then worked for Reiss for 2 years.
What challenges did you face when getting started and how did you overcome them?
I think when you’re a small business starting out there are many challenges. It does feel hard to get your message across and let people know about your brand. This is a challenge I continue to face and work on everyday.
How do you manage your workload?
I tend to write a lot of lists. I find it helps me focus and makes everything feel more manageable, especially when I have lots to do.
What’s your morning routine? How do you start the day?
I always start my day with coffee and enjoy catching up on the news whilst eating my breakfast.
Who’s your favourite designer?
Dries van Noten - the perfect blend of beauty and wearability.
What’s on your nightstand?
My phone, water, face oil, foot cream and my latest read.
How do you unwind at the end of the day?
I love cooking, so preparing a meal at the end really helps me relax, that with a glass of wine is the perfect way to unwind.
Describe your work uniform?
I tend to have quite a relaxed style, so most days I wear jeans with a simple top, often something from my collection. If I have a meeting I might wear one of my silk shirts with jeans, still relaxed but a slightly more dressed up version.
What does a day in your life look like?
Everyday is different from the next but I always start my day with breakfast usually followed by checking emails and my various social media accounts. The day does depend on where we are in the season so I could be visiting my factory or pattern cutting. In the afternoons I like to reserve this time for creativity whether it be working on prints or sewing.
What is the best part of being your own boss?
Well I think it’s the best and the worst thing. Getting to make all the decisions - sometimes it feels empowering and other times it feels frightening.
What inspires you?
I find living in London inspiring, the exciting buzz of living in a leading fashion capital.
The one business or lifestyle app you can’t live without?
I’m a bit of a foodie, so possibly Ocado!! I also really like Mindbody for exercise classes.
Describe your office space.
Functional but compact. I’m lucky to have large window and a good stage. Fashion can take up a lot of space…
What is your go to method for de-stressing?
Yoga- I actually find exercise really important for relaxing now. Even if it’s intense, it helps me feel connected to my body.