Huge excitement at Clothing at Tesco HQ this week as we see the launch of new womenswear range 18 And East. Founded in 2010 out of a love of vintage, combined with a desire for fresh and up to the minute design, the 18 And East team have travelled the lengths of the globe for design and print inspiration for their latest collection.
If you love your look a little vintage, with a good mix of iconic rock chick thrown in for some understated sex appeal then 18 And East will undoubtedly become your new favourite range this season.
We met up with co-founder, Hannah Webster to ask about the inspiration behind the collection, her top picks this season, and why Clothing at Tesco is their ideal partner!
Why did you set up 18 And East and when?
18 And East was established in 2010 and was born out of a love of vintage, combined with a desire for fresh and up to the minute design. The team here had been operating as a Design Studio for three years, designing ranges for high street retailers so launching our own label seemed like a natural progression for us. The team are based in East London and have a long standing connection with the area so the brand is really reflective of the scene here.
Why work with tesco.com/clothing?
We jumped at the chance to work with tesco.com/clothing as it is a great opportunity to bring a new and fresh brand to an already established customer base. We see that tesco.com/clothing combine great up to the minute fashion but at really reasonable prices and that’s what we have aimed to do with our collection. Online shopping is now the biggest growing sectors within the industry and is what really excites us a brand. (I can’t actually remember the last time I went shopping to an actual shop!) The capacity and reach that tesco.com/clothing for accessible fashion is great so we see this as a great opportunity!
Tell us a bit about the designs you have chosen for the launch?
The designs we have chosen for the launch are key feminine shapes, teamed with our signature prints. Our stunning prints are exclusive to 18 And East and range from delicate birds and bold florals to more abstract prints which decorate key pieces and incorporate a signature feel. Prints are really key to us. There are a few edgier pieces that make for a collection that ticks all your style boxes.
What was the inspiration behind the new collection?
The 18 And East team travel the lengths of the globe for design and print inspiration and can often been found rummaging through vintage markets and boot sales. The new collection is also inspired by the vibrant music, fashion and film scenes in and around East London and is for the girl who has a strong sense of individual style and a voracious lust for life. We are also influenced by the fashion blogging community and get a lot of inspiration from blogger’s picks and individuality. We run our own blog (www.18andeast-18andeast.blogspot.com) which showcases a real mix of what inspires us.
Tell us a bit about your backgrounds at 18 And East?
18 And East is a small, tight knit crack team and is headed up by Sue Webster who is the ex Design Director at Ben Sherman and ex Head of Product on Menswear at French Connection. Sue’s expertise works alongside a young design team headed up by Jo Kuniewicz who has previously designed for Elle and hand drawn prints for Bay and Brown.
Tell us a bit about your own personal style?
My own personal style is a bit1940s land girl meets Rock Chick! I’m happiest in a brogue or ankle boot and love the tea dress and chunky knit look of the 1940s. On my lazy days you’ll find me in my leather jacket, tee and jeans. I invest in classic key pieces and team them with bold printed separates. If I could raid anyone’s wardrobe it would be Olivia Palermo, Edie Campbell and Alison Mosshart from The Kills.
So what’s your favourite pieces online for the launch?
My favourite pieces from the launch are the Padded Shoulder Bolero – It’s such a stylish piece that can be worn with jeans and killer heels for a day/night look or over a party dress for the evening. I love the Batwing top in our Woodland Print – perfect for festival season this summer and I love the Strap Back party dress – the ultimate LBD. It also comes in an amazing Geranium red that will make sure you turn heads!
18 and East launches this week at Clothingattesco.com, and you can view the whole collection here.