Just in: Josephine Scott
From her first ever fashion purchase, to her dream dress collaboration, designer Josephine Parkhill shares the secrets behind British-based luxury bridal brand Josephine Scott.
Josephine Scott, a London-based brand, offers exquisite bridal designs that blend traditional old-world glamour with modern interpretations. We spoke with designer Josephine Parkhill to find out more.
Josephine Scott Bridal is entirely created and owned by yourself. How do you find the balance between being a mother/designer?
JP: Challenging and empowering… both being a mother and starting a business are the hardest challenges I have even taken on. It can be very overwhelming and lonely one day… but then uber exciting and enriching the next. In my personal life I am fortunate to have a wonderful, supporting husband and close network of friends. For the business I have been so grateful for all the support and encouragement the past 18 months, expanding an exciting network of both boutiques and industry professionals who are equally excited to take this journey with me – many of which are also mothers supporting mothers.
I want to show my children, especially my daughter that you can have both a family and still follow your dreams. It just takes a lot of passion, persistence, patience, organisation and support.
What is the creative process like? Can you also tell us more about your studio and creative space?
JP: The creative process is both exciting and challenging, involving several stages I juggle alongside running the business. I have an ongoing inspiration board, I add to frequently gathering inspiration from various sources such as fabric, laces, art, nature, historical fashion, current trends and feedback from retailers and brides on existing gowns. As soon as I have a clear vision I just start sketching, developing ideas as I draw with a clear understanding of the fabric to use and construction inside.
Then I’ll review all the designs and select my favourite. From these I create a tech pack (technical drawings and instructions) for the atelier. I am fully involved in the toile development stage, reviewing each process and tweaking as the gown evolves before we cut it in the selected fabric.
When the gown is finished, I review with a model fitting to ensure the gown fits perfectly and captures the intended look. This part is when I often add a variety of accessories that co-ordinate with the gown to allow boutiques and brides options to customise.
My design studio is based at my home, allowing me the flexibility I need alongside my family’s needs. Here I have everything set-up to design the new collections alongside running the daily business, with space for my assistant and sales team, as well as new samples and stock. I have a new Showroom in the stunning Luton Hoo hotel to display all the samples and operate the design fittings. It’s a very inspirational building with exquisite architecture and I often choose to sketch initial ideas there.
Can you tell us more about the ‘Robes de Reve’ collection. What spurred these designs on? Who or what would you say are your key influences for this collection?
JP: ‘Robes de Reve’ means dream dresses, which has always been the focus of the brand. I am equally obsessed with ornate baroque architecture and minimal, modern aesthetic! Sourcing fabrics that reflected this direction, being able to mix soft organza with intricate detailing or luxury Mikado with embroidered lace to create an embossed effect was the main focus.
The key influencers were our brides and boutiques… helping in the boutiques on designer days with brides was invaluable. Listening to their feedback, their loves and dislikes, seeing how the stylists would interpret their requests and understanding how adjusting/ tweaking designs slightly would achieve a more commercial gown, whilst keeping the design integrity.
Do you have an absolute favourite gown that you’ve designed from this collection? Can you tell us some design secrets behind it?
JP: It’s so hard to choose as I often change my mind. I love collaborating with photographers and stylists where we select a few gowns to focus on and style… as they are so adaptable, I often surprise myself loving the gown that hadn’t stood out as much before because of the new way we styled it and attention we had been able to give it! Each gown has a reason to be in the collection and equally beautiful as the others.
However, if I had to choose (disregarding ‘Josephine’ as that was my wedding gown) then because of the unbelievably beautiful print… I would say ‘Milla’!
You’ve worked with some of the biggest and best British bridal fashion houses. What pearls of wisdom did you learn there and how have you implemented this yourself?
JP: I have been fortunate enough to have worked alongside and be mentored by very knowledgeable and talented people. However, my first pearl of wisdom is; resilience… to never let disappointment and problems stop you! There is always another way to achieve the same result and often it ends up with a better outcome in the design process, business and life!
My second would be; people. Business is as much about people as the product, so aligning the brand with the people we want to do business with is fundamental to the future success we can achieve together.
If you had the opportunity to collaborate with someone from any period, across any industry, who would it be and why?
JP: Without question, it would be my favourite costume designer of the golden age of Hollywood – Adrian. His gowns oozed sophistication, glamour and femininity. He inspired so many fashions across so many generations.
Do you remember your own first fashion purchase? What was it?
JP: One of my first fashion purchases was a two piece embroidered skirt and top from my favourite Karen Millen (original label when KM owned it) store in Bristol. I was obsessed with their clothes and often saved for months to purchase pieces. Choosing to wear something stunning to go out in, even if it meant having no money left to spend whilst I was wearing it!
What trends are you seeing from modern brides, and how are you aiding them through the styling/buying process?
JP: I feel the biggest trends of 2024 will be bows and corsets. The awards season in 2023 really came back strong with sophisticated, Hollywood glamourous ballgowns and corsetry, as well as TV shows such as Bridgerton and the Barbie movie encouraging women’s confidence to show off their femininity in fashion. Josephine Scott dresses are uber feminine, however accents such as bows, lace and pearls are all customisable and often detachable to allow brides to adjust (or add) as they choose reflects their personal style.
Finally, what is your vision for the future of the brand? Can you tell us more about the Luton Hoo Mansion?
JP: The future is very exciting for Josephine Scott. We have lots lined up for 2024, including showcasing at White Gallery. Our new brand, Avenue has recently launched with an amazing reception by both boutiques and stylists, with Christine Lampard wearing a gown to the Pride of Britain awards and high street retailer, Dune, choosing pieces to shoot their new Bridal collection.
Our new showroom at Luton Hoo has been a very special addition. It allows boutiques the opportunity to review the collections in private, where we can spend more time with them, even treating them to an afternoon tea to enhance the buying experience. As well as using the stunning mansion as the backdrop for our social and collaborative shoots.
