Want to know what it takes to create a new collection every two weeks for a major fashion retailer? Designer DAVID WEST shares his inspirations
PUSHING THE LIMITS I think the most interesting part of the design process is seeing how the customer responds to what we produce and how far we can push it. We aim to offer new silhouettes, prints, colours and looks that offer something fresh and exciting. Being part of a bigger strategy and working on realising a vision for the company is exciting for me. STRIKING A BALANCE In creating and researching new collections, we have to keep up to date with everything. And its not just about global trends – we know our customer wants a local/ international balance. We have an amazing trend team that constantly feed us information but we still need to keep a finger on the pulse. UNCONVENTIONAL INSPIRATIONS I am inspired by other cultures, particularly Morocco and Japan. I spent some time there and loved it, from the music to the patterns. Food and music usually introduce me to unknown cultures and I follow that curiosity up with travel. I’m also inspired by non-conformists like Kate Bush, Brian Eno, Rei Kawakubo and Julia Rosa Clark.