The latest fashion label to catch our eye is Apartment Clothing – a contemporary and collaborative womenswear label with a feminine edge.
Co-founders Sam and Alex began the label in late 2016. “We’d worked together in the industry for several years, and wanted to create a label that was fun and fashion-forward without sacrificing quality,” Alex says.
We were discussing ideas on and off for a long time, and one quiet Friday afternoon we chose the name Apartment. We registered the business name and had a rough copy of the logo within half an hour!”
Apartment Clothing takes on a collaborative design process to ensure they get their designs right and the process is completely driven by Alex and Sam. “We’ve always found two heads are better than one when it comes to putting a range together,” says Alex. “With so many great labels out there these days, it was important for us to launch the label with a strong first collection.”
“We establish a concept for the collection, design the majority of the pieces and select fabrics within the core design team,” says Alex. They then collaborate with other creatives to refine their range and make any necessary tweaks. “This is where we find working with influencers and stylists useful, as they view the range from a different perspective, helping to identify the key pieces we should back for press,” she continues.
Having the input of influencers has created a very on-trend range for the brand, with the playful feature of ruffles and contrast stitching. “Fashion has been coming from such a minimal place for years, and while we both love that aesthetic, we knew Apartment had to represent something different if it was going to be noticed,” Alex says.
In a sea of emerging fashion labels, Apartment Clothing differentiates through their high quality. “We’re both pretty fussy about hand feel and fabrications,” Alex says of Sam and herself. “So it’s really important to us that we use high quality fabrics and particularly natural fibres where possible.” And they achieved this in their spring collection, which was made entirely of natural fabrics, including pure linen, cotton shirting and cotton drill.
The label has a strong feminine aesthetic on Instagram and with the help of influencer-generated content; it’ll only be a matter of time before everyone’s following them. Alex manages the Instagram page and says the key is knowing your audience. “In my experience there’s always a little bit of trial and error with social media, while you work out who your followers are and what they love to see.”
So, what’s next for Apartment Clothing? “Right now we’re finalising the SS18 collection,” Alex says. “As well as gearing up for the AW18 collection hitting stores next March!”