There’s no denying that every now and then we’ve all shamefully indulged in a spot of brainless reality television watching, and as more are being churned out of the mill, it’s creating a constant new wave of well-known household names.
Becoming the flavour of the month in such a way also means that these new names are constantly being offered to collaborate with some of our favourite labels. Most choose to sieze the moment and put their names to just about anything, which let’s be honest, can get pretty annoying. That’s why it’s so refreshing to hear that former Made in Chelsea star Caggie Dunlop has chosen to do the opposite.
Instead of simply putting her name to the umpteen brands that have approached her, she’s used her newfound celebrity status to create her own business, and better still, one that aims to support up-and-coming design talent in need of their own career-starting platform.
Caggie has created the fashion brand ISWAI (it starts with an idea) and enlisted the help of some unknown design talent, from whom she selects which items will appear in each range based upon what reflects her own style — rather than simply being told what to sell and promote.
ISWAI aims to become a place for young artists and designers to share and develop their own talents, whilst encouraging its customers to dress to reflect their own personalities and not just conform to the mainstream fashion trends.
Head over to ISWAI to check out the full range, we love the cool message envelope clutches and sparkly skirts that are perfect for the party season.