A Day In the Life of a Fashion Designer: Aimee McWilliams

 Describe Your Typical Day:

Aimee: My typical day depends on what time of year it is. A day could involve pattern cutting, doing magazine interviews, model castings, completing admin, attending PR appointments, meeting buyers, organising photo shoots and teaching and lecturing at the likes of Central Saint Martins and the V&A.

If it’s coming up for show time (like it nearly is) I will be busy working on the new collection with research and creating samples as well as organising the show. Post show mainly concerns admin and sorting out sales and orders.

Where do you look for inspiration?

Aimee: I will normally focus my research for 2 to 4 weeks but am constantly on the look out. My photography is a key source of inspiration. It can be anything, at the moment I am really into guitars and the metal work involved.

Where do you shop?

Aimee: I love antique markets – I really like Camden Passage. Of course I like the designer shops, but you actually find that you tend to get your clothes from your other designer friends! 

What magazines to you read?

Aimee: Apart from the usual suspects like i-D, Dazed & Confused, Vogue, W and Visionaire I like some of the more obscure magazines from Scandinavia and Paris.

Who are your icons and idols?

Aimee: I like designers with a unique signature and persona. I admire brands with showmanship and brand lifestyle like Alexander McQueen and John Galliano for Dior as well as the no-frills brands with a pure identity that are just about the clothes; beautiful labels like Gardem and Balenciaga. I think I would like to be more of a Balenciaga but with a dash of the showmanship.

Who do you work with?

Aimee: I have a team of interns who shoulder everything I do. They can range from 3 to 9 and assist me in everything I do whether it be creating toiles or sourcing for me. I am largely sponsored by L’Oreal so have collaborated with them on several events including their UK road tour last year.

What are the best parts of your job?

Aimee: I enjoy the public side of the job. I love the trade shows and catwalks where I get to feed off others reactions to my clothes. I also love being stuck in the studio, getting totally immersed in creativity. Researching and finding inspiration – and the moment when the idea is about to evolve.

And the worst parts?

Aimee: Definitely the admin and paperwork but it is an essential part of running a business.

What are your plans and ambitions for the future?

Aimee: I would love to do some consultancy work for one of the big houses – Chanel, Dior, Fendi. I also want to keep investing in my business – raising its profile and improving the quality.

What advice would you give to those hoping to go into fashion design?

Aimee: You have to be business savvy and know how to handle sales, budgeting and exposure without compromising your creative integrity. You also have to realise that you may not be an overwhelming hit straight away you have to work to raise your profile.

So that’s the life of a fashion designer in a nutshell. 

Look out for more career profiles appearing on Fashion Capital over the forthcoming weeks.

By Becky Lyon
becky.lyon@hotmail.co.uk