Aesthetic Laundry is an independant fashion brand based in London and run by 3 fierce women, taking the industry by storm. Focusing on making clothes that make women feel empowered, body confident and accepting of themselves for how they are. I came across the brand a couple of years ago when Aesthetic Laundry was a one woman show and decided I wanted to display their collection on the catwalk, when I organised a charity fashion show at Open, Norwich. Heidi said when she wears her designs she wants to feel like a peacock, someone not affraid to show their colours and stand proud.
Aesthetic Laundry has three main values, as a brand they care about the environment and their impact on the world.
“We care about footprint. Beautiful clothing made with green ambition.”
They produce quality, made to order clothing that’s designed to last in your wardrobe. AL monitor their production process minimising their carbon footprint.
“We are fair in our business. Beautiful clothing made with everyone from the supply chain to the customers in mind.”
Being fair and treating everyone equally means we have created a community of people that also care. Finally...
“We dare to be different. Beautiful clothing made to challenge what we know about the fashion industry.”
AL are a transparent brand that show their highs and lows, include everybody and strive to prove small independent businesses can create and outweigh fast fashion with their quality products in ‘slow fashion’.
With regular mini projects to tackle the areas of the industry they want to change, Aesthetic Laundry’s recent venture was their Zero Waste Project. On a day to day AL strive to create with as little waste as possible but this project used even the smallest of offcuts to create funky one-off makeup bags using cut offs to patchwork together useful pockets for keeping you ‘face’ in. The other idea was to create mini kids jumpers in various favourite styles to use up every last piece of fabric and also expand their size range. Both ideas were pitched to their loyal social media followers and customer base, who chose the super cute kids jumpers to be what was made from their scraps. So that’s what they did. But onto of this they wanted to make sure these kids clothes weren’t thrown out and therefore with every order there was a tag with return information so when the child had grown out of their jumper it was recycled and in return consumers received £10 off their next purchase. This I believe is innovation at it’s best. The idea that they are not only doing what their consumers want, but also sticking to their values and providing a cycle that has a positive impact in all areas.
I was lucky enough to spend a month interning for Heidi at Aesthetic Laundry in the summer of 2018, where I had the opportunity to see how the brand worked from the inside and to organise their first pop up event at Shoreditch nails. It was an awesome experience finishing with the event itself and so informative to learn how a brand works from the inside. Seeing how much the brand has developed since then is astonishing and so exciting to think this will grow even more as each year passes. I believe it’s these independent brands that are being brave, doing something different, and creating an industry the want to be in.
St.
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