You know those fab (but hard to find) fast-fash labels that bridge chain stores and upscale labels? STORM offers just that! The best thing is, the collection is exclusive to shop.sheshops.com. Designer Deborah Caldwell clues us in on this awesome brand. Shop the collection here.
We’re super happy to have stumbled upon your label! What’s your brand’s aesthetic?
Our collections are characterised by the use of textured fabrics and subtle, uncomplicated layering. This, combined with moody styling, creates a statement that says STORM.
What drew you to a career in fashion?
My first job out of school was in retail, and I quickly realised that I had a passion for different textures and fabrics.
Tell us about the new collection.
This season is all about cocoon cardis and coats, and the fabrics are all luxe-looking wools, furs, leathers and metallics.
We know lots of people who think you’ve got the best job in the world. Any advice on succeeding in the fashion industry?
Work hard, be flexible, and adapt!
What makes a fashion label stand the test of time?
Be reliable and stay consistent with your core essence, and people will stay loyal to your brand.
Text: Janice Pidduck