8:30 PM September 14, 2022
“My route into vogue has actually stemmed from my love of color and floral prints,” says Andrea Maufe, founding father of the north Norfolk-based vogue label Hollyblocks.
Launched this summer time, her capsule assortment of beautiful clothes, skirts, jumpsuits and tops options natural cotton materials, hand-printed in India with designs impressed by the agricultural panorama the place she lives.
“The place to begin is at all times what surrounds us in Norfolk – the flowers we get listed here are beautiful and I’ve designed all of my prints primarily based on these,” says Andrea.
Earlier than organising Hollyblocks – the identify happened from admiring the hollyhocks round their residence – Andrea, who’s married to Max and has two daughters, had been working a plum orchard, glamping web site and a brewery together with her household at Branthill Farm.
“However I’ve at all times wished to design and I labored in vogue PR for some time,” she says.
And proper from the start she knew she wished to create items that may be cherished and worn over and over.
“I’ve come to grasp that sustainability and traceability is so essential within the vogue trade, so no matter I created I actually wished to be the alternative of quick vogue,” she says.
Andrea attracts the prints to be traced onto a picket block in Jaipur and carved by hand after which dipped into paint to be stamped onto the material.
“I’ve at all times beloved India for its vibrancy and color and I’ve at all times been a fan of block prints as a result of I believe they actually stand out.
“The block printing methodology is a labour-intensive course of accomplished by expert artisans in India – it is a uncommon and historical craft handed down by way of generations,” Andrea explains.
“The method is sustainable as a result of it’s an historical craft all accomplished by hand. The dyes used are light and with out chemical compounds and the material is comprised of natural cotton.”
The designs of the clothes, which function romantic particulars like ruffles, tiers and bows, have come from Andrea’s personal concepts.
“All of the technical bits are accomplished by the fantastic marriage ceremony costume designer Charlotte Wilden and, after all, my fantastic workforce in Jaipur,” she says.
Every assortment is produced in small, limited-edition portions.
“We can’t be following vogue fads. We wish to produce garments that can keep in your wardrobe for years to return,” says Andrea.
“Throughout these sizzling summer time months, sporting breathable and natural cotton is a lot extra comfy than sporting one thing produced synthetically in a manufacturing facility. And every garment is exclusive due to the small variations that happen throughout the printing course of.”
Trying ahead to the cooler months, the Hollyblocks autumn assortment is all set to drop – and look out for a hollyhock print coming quickly too.
“For autumn I’ve gone all out on the quilting. Now we have two clothes with a quilted chest and two jackets which are quilted and reversible. I am enthusiastic about that and I am now fascinated by making an attempt reversible clothes subsequent 12 months,” says Andrea.
Till Saturday, September 10, a collection of items by Hollyblocks shall be on the Ninety III Retailer pop-up at Anteros, Fye Bridge Road, Norwich. To see extra, go to hollyblocks.co.uk or comply with on Instagram @hollyblocks