Charlotte Simone talks exclusive drops, celebrity appeal, and growing a cult following
Going, Going, Gone! - The Instinctive Entrepreneur talks âflipping the Scriptâ on traditional fashion business models, opting for sustainable, streamlined and limited collection drops.
Instinctively entrepreneurial, Charlotte Beecham intuitively moves ahead of the pack. She has an enviable ability to spot trends, always ahead of the game, she seamlessly adapts to reflect the ever-changing conditions of the fickle, yet fabulous industry we call fashion! In this quick-fire interview, Charlotte talks; female entrepreneurship, creative inspiration, empowerment, career highlights, advice and teases what we can expect from her next, highly anticipated drop. Get in there quick, the early bird catches⌠the latest one off edition pieces from Charlotteâs latest luxury collection, so sign up to stay updated via her website!
By Hannah Tappin
âStay tuned because each collection will be worth the wait and everyone needs something to smile about perhaps now more than everâ
Sweaty palms, bitten nails and anxiously hunched over your laptop - every Charlotte Simone shopper can empathise with the nervous feeling of not knowing if you will manage to nab a piece from a much-anticipated Charlotte Simone drop. Torturous yet completely worthwhile, when later that month, you find yourself smugly strutting down the streets of London in your very own, Charlotte Simone. What makes the novelty of snatching up the latest collection even better, is knowing that each purchase also contributes to a more conscious, creative fashion industry, whereby less is produced but⌠good things come to those who wait! Donât worry, this streamlined model does not come at a design cost, as Charlotte promises to continue her core brand focus of playful designs in signature happy shades. As she said perfectly herself: âStay tuned because each collection will be worth the wait and everyone needs something to smile about perhaps now more than everâ.
As stated on her website, Charlotte says âLet's go on this journey togetherâ - which epitomises her brand approach. Her Instagram is home to an intimate, insiderâs look into the honest ups-and-downs of running a successful fashion brand. Within the highlights, you can follow along with behind-the-scenes production of shoot locations, typically shot on nostalgic, gritty film. Everything is shared - from the mood boards that showcase her creative vision for each campaign, to the team stressfully unpacking suitcases full of clothes on the street, to umbrellaâs being held up for models shooting in ever-temperamental British weather - the cold and rain! And yet, despite her refreshingly grounded approach, Charlotte Simone remains a celebrity cult favourite. Expect nothing less than to see paparazzi snaps of every famous female fashion muse wearing the latest by Charlotte, from the Hadid Supermodels to Victoria Secret Angels to the Made In Chelsea Cast to Music Icon, Miley Cyrus - anyone who is ANYONE wears Charlotte Simone.
In ode to her open-book approach of being an honest face and name to the brand, Charlotte took time to Interview feature for HannahRoseInspired. As always, I was intrigued to know where she believed psychology plays a role, what inspires her and whatâs in store for the future - so without further ado - lets get into the feature!
Hannah: Charlotte you founded Charlotte Simone in 2015, straight out of University, what inspired you to start the brand?
âI was inspired daily by the effortless style of Parisian women and their ability to build an outfit around a single accessory. One day, my head turned on the streets of Paris when I saw a beautifully dressed lady all in black wearing a huge statement scarf. It was in that moment that I realised I wanted to reinvent the everyday scarf, an accessory I felt was still left untappedâ
Charlotte: I studied at NYU, but I spent my freshman year of college in Paris. I studied Literature and Art, but fell in love with fashion and the pastries instead!! I was inspired daily by the effortless style of Parisian women and their ability to build an outfit around a single accessory. One day, my head turned on the streets of Paris when I saw a beautifully dressed lady all in black wearing a huge statement scarf. It was in that moment that I realised I wanted to reinvent the everyday scarf, an accessory I felt was still left untapped. Seeing a gap in the market I designed the âPopsicleâ which has become our signature scarf and the rest is history!
Hannah: I love that! Parisian Style is so effortless and chic. So interesting to hear what the âPopsicleâ was inspired by! The new face of Charlotte Simone adopts a more sustainable considered approach, following the mantra of âcreating less, but betterâ, why is this mantra so pivotal to the brands future?
Charlotte: The pandemic propelled me â I had to make immediate and necessary changes to future-proof the business. Working with a number of London-based artisans for both sampling and materials supports local businesses in the capital, but also reduces the brandsâ shipping impact, which evidently is now a huge factor to consider. The fashion industry moves at such a pace that itâs often difficult to pause and think about your direction, but the pandemic was a silver lining for Charlotte Simone. We moved forward in a way that is authentic to the brand and we feel really proud of that.
âThe fashion industry moves at such a pace that itâs often difficult to pause and think about your direction, but the pandemic was a silver lining for Charlotte Simone. We moved forward in a way that is authentic to the brand and we feel really proud of thatâ
I personally believe in investing in quality products â items you will cherish and love for years to come. For a long time, I have prioritised buying better products and certainly buying less. I hope that people will invest in the best they can afford at that time, and repair and rewear their items for years to come.
Hannah: Yes, I completely agree with you. I think your forward direction remains aligned and authentic to what you stand for. The purpose of this website is to inspire creativity in others, what are your sources of creative inspiration?
âThe Swinging Sixties was a youth-driven, cultural revolution in London and the bright, bold designs were one of a kind. I wanted to incorporate this idea and also shoot the campaign in and around Londonâ
Charlotte: I love to people-watch. I always keep a little notepad in my purse where I jot down ideas. The Swinging Sixties was a youth-driven, cultural revolution in London and the bright, bold designs were one of a kind. I wanted to incorporate this idea and also shoot the campaign in and around London. My constants are colour and my grandmaâs wardrobe. Other than that, I let my imagination wander.
Hannah: My grandma studied fashion and is highly creative, so I relate to you on that. You are a founder, but also a creative director in the sense that you foresee every aspect of brand communication, social media content and shoots, do you think this is critical for all founders to engage in? ( Iâm particularly interested to know as I recently undertook a creative direction course).
âTo have your own business and to make it a success is to live, love and breath itâ
Charlotte: To have your own business and to make it a success is to live, love and breath it.
For me personally I canât imagine not being a part of it all! Our Instagram provides a constant source of valuable customer feedback, the good, the bad and the ugly â I want to know it all first hand, itâs the only way to grow.
Hannah: Yes I love how honest your Instagram is! I think it creates a strong connection to the brand.
Hannah: Charlotte, I love how you empower women to be bold in your striking colourful styles, was this a conscious decision to motivate women to feel brave in fashion?
Charlotte: Yes, of course!
The heart of the brand is always true to playful designs in signature happy shades, presented through a considered and curated collection. We want to build a community where people are looking for real treasures in their wardrobes.
Hannah: Yes, well you certainly provide lifelong treasures! As an entrepreneur what has been your biggest career highlight versus your biggest challenge?
Charlotte: The pandemic has proved the most challenging!
With hindsight, I am so proud of my perseverance and the brands new direction. However, in the eye of the storm I was exhausted, scared and terribly upset about making huge changes to my structure and team.
I think my highlight was our first â dropâ with our new model in September. Taking 6 months in a pandemic to restructure and then to finally see the results was the most rewarding and freeing thing!
âPerseverance is key! But if you believe in your idea just go for it â hit the ground runningâ
Hannah: Yes, that must be such a great feeling to see your hard work really pay-off for the brand! For any graduates wanting to launch their own fashion brands what pointer would you give?
Charlotte: Perseverance is key! But if you believe in your idea just go for it â hit the ground running.
Hannah: Can you share a teaser about what the next drop will be like?
âWe are collaborating with another British label this spring for something a little different so keep your eyes peeledâ
Charlotte: We are collaborating with another British label this spring for something a little different so keep your eyes peeled and sign up to our mailing list to be the first to know whatâs next!
Hannah: How exciting! I honestly canât wait to see whatâs in store! To sign up to the mailing list click here to visit the link within the Charlotte Simone website! Check out the images below, which I styled the hair & make-up for and shot of my sister Lauren in her favourite Charlotte Simone coat! Also below, is another Lauren, Lauren Hopes, who is a talented creative that I met whilst studying at CondĂŠ Nast College. She is another huge Charlotte Simone fan!