For Emilia Wickstead’s latest capsule collection for Matches Fashion, entitled ‘This Woman’s Work,’ the London-Based designer enlisted the help of eight pioneering female entrepreneurs. Captured in their own gardens and nearby green spaces, the extraordinary women star in the campaign wearing the collection’s line-up of romantic floral dresses. Here, Emilia Wickstead introduces her muses and tells MOJEH why these women inspire her.
Words by Emilia Wickstead
Each of these women have inspired me in so many different ways from each other. The businesses they run are all diverse, useful and tap into different niches that are so clever. These are the women of our time; they have a sense of fearlessness, they are bold and they are not afraid to break boundaries.
My friend Celia Pool is changing the world with her business DAME. They’ve created the first reusable tampon applicator and are making periods sustainable and healthy. Emily Caron, founder of Good in Bread, chose to go ahead and launch her business as planned during lockdown — her fearlessness is something I truly admire. While Maud Fausserier, founder of Cantine, has done incredible work during the pandemic, raising £30,000 to feed frontline workers. Her selflessness is so inspiring.
I love the idea behind Kelly-Jade Nicholls’ business, Woke Babies. She spotted a gap in the market for children’s books that promote diversity and has huge plans to change publishing in the UK — her drive and ambition are so energising. And, I was thrilled to discover Tamara Rajah and her business, Live Better With, an online platform designed to support the 2 billion people worldwide navigating everyday life with non-acute health conditions. The idea is so clever and is making an enormous difference to thousands of lives.
Best friends Liha Okunniwa and Abi Oyepitan, of LIHA Beauty, have created a natural beauty brand that honours both their Yoruba (Nigerian) culture and the rich botanical life of West Africa, as well as traditional British aromatherapy and folk remedies. Finally, my mother, Angela, has always been my biggest inspiration. Growing up seeing her work as a fashion designer trained my eye and was the best education. She has exceptional taste and the most incredible eye for detail.