Designer Jennifer Rothwell on style sustainability, customer engagement and favourite fashion pieces

How has COVID impacted on your business/industry?

As the market for occasion wear has completely dried up this year, I had to redesign for the new reality. In March, I designed and made up face masks after a request from a long standing customer. Reaction and sales were swift so I have further developed the collection with new headbands, scarves, wraps and more casual tops. Conversely, my sales of occasion wear stopped overnight so I had to design for the new market which is more casual wear, accessories and masks.  Happily, reaction and sales are great on my online store. Women are still enjoying the luxury of silk and the story of the prints.

Colour is important to your work and creations – do you think it can really impact a customer’s mood? 

Definitely! It has the power to uplift your soul. You automatically feel happier and alive once you are wearing colour. When I wear black I am invisible but when I wear my hummingbird dress for example, it attracts such positivity and people are drawn to you because of it vibrancy and beauty!  

How important is sustainability? 

Extremely, I have always lived and breathed Sustainability. I have items of clothing in my wardrobe that I have owned for decades, loved then and still love so, of course, I still wear them. I have never been into thrown away fashion or only being seen in an item once. My production is eco-friendly as I currently digitally print my silk fabrics and manufacturer locally in my studio in Dublin. Therefore my designs are not mass produced there is not any extra stock or waste. Samples no longer needed are donated to charity fashion events like Oxfam. None of my clothes or fabrics are discarded or throw away. My designs are custom made and made to order. We also use/recycle all our left over printed fabric and which we reproduce fabulous bow ties and pocket squares etc. We print digitally with reactive inks which uses less water than traditional screen printing also which is better for the environment. In addition because we print, manufacture and sell all in one at my studio our carbon footprint is dramatically reduced.

What inspires you about Irish history and mythology?

On my return from the US for family reasons, I launched the brand, Jennifer Rothwell in 2006 in Dublin. When in the US I gained a greater appreciation for my Irish history and mythology – I was and am fascinated with the stories and culture of Ireland.  I wanted to create long-lasting, striking colourful prints predominately inspired by Irish heritage and culture that are made in Ireland. I want to help to reignite the Celtic Revival (also known as the Celtic Twilight) of the 19th and 20th centuries in the 21st century. To celebrate Irish artists, folklore, legends and traditions through fashion in a modern and contemporary way. I am still doing that and have just launched a new print called Mist and Moonshine which is inspired by my muse Harry Clarke "Elf on the Hill" illustration for the fairytale collection from 1916 Hans Christian Andersen. I was very honoured that in 2016 The National Museum of Ireland endorsement my designs by purchasing 3 of my designs for their collections.  

See full interview in this weeks issue of Woman’s Way, on shelves now!