Part 2: Meet Paula, our Head of Design

Our Head of Design, Paula, returns after Part 1 to talk about photoshoots, the stylist rules she doesn’t break, and some of her Wool Overs favourites.

A big part of your role is Art Direction – the photoshoots etc; can you tell us a little about what is involved?

I love the fact that at Wool Overs I oversee the whole Design, Buying, Production & Photo process.  It’s great to work with our models, who are wonderful and love our range. We have a few different photographic needs from what we call ‘LIFE’, which is generally on location to give a fun, relaxed lifestyle mood and then our ‘STUDIO’ shots, which are simple shots that we do in the studio and become the main images on the website. ‘ROLLOVERS’ are simpler and show the various colour ways of the garments and then we have what is called ‘PACKSHOTS’, which are done without a model and are good when we need to show trims etc.   Before we start a ‘LIFE’ shoot we work out the kind of feel and mood we want to get across. Generally we are making everything very simple, as we think this is what our customer wants and makes it much easier to see the garments. We have just done a great shoot locally at the Beach in Camber Sands and Dungeness working on our new Autumn-Winter 2015 range. This was great fun and especially exciting as we shot a lot of our New Accessory range, which we are launching later in the year.  In the photo attached I’m adjusting a hat won by one of our Model Will who we shot with the lovely Jo.

How would you describe your style?

Personally, I’m quite eclectic. I especially like Scandinavian and Danish design both in furniture and especially fashion. I like to wear something that is simple, well designed, good quality, and mix this with a statement print, scarf or necklace. I love to wear pieces from our Wool Overs collection, mixing them with different items in my wardrobe. I like buying all sorts of different things; I have a lot of Wool Overs garments in my wardrobe, because they are so versatile and you can make them look very different with different styling.

What are the style rules you never break?

I think what we’re trying to do at the moment is keep it as simple as possible. For example, in terms of accessories, if you see a particular necklace such as a pearl necklace worn with a cardigan, it may instantly age the garment or set it at a particular time, which you don’t want – it should be timeless.

If it’s made of natural wool, it’s nice when shown in a pure and natural environment, so outside or at the beach, enhancing the natural touch, reflecting our customer’s lifestyles and aspirations.

Wool Overs is about real wearable clothing, it’s got to appeal to all sorts of ages, guys and girls of all types everywhere. So it’s got to be simple and the garment should always take centre stage. The customer wants to see their self reflected in the images we shoot and think, ‘’yes that looks really good, I can wear that.’’

Will you be giving style advice to customers in the future?

Absolutely: We are adding new ways to wear messages to our website and also want to suggest styling tips through our blog. However, brochures are a good way of communicating this by shooting on a different range of models and showing our garments styled in many different ways. Through our blog, we are becoming more editorial, like a magazine and will be including content like Paula’s favourite five cardigans for example. We think our customers like this and will respond positively.

Even if you’re confident in what you wear, it’s good to know what you’re doing is right or you may just want some different ideas. All our garments can be worn in so many different ways, that’s why they’re so good and why the brand goes from strength to strength. Take our Slinky Polo for example, below you can see a formal and casual approach which shows how versatile our knitwear is.

Ladies Slinky Polo Neck Jumper
30% Cashmere / 70% Merino
Offer price £30 or 2 for £55

So how do you go about increasing diversity?

We’re working with different ages and a wider diversity of people in all respects, which I think is especially important, as we’re a global brand and let’s not forget based in the UK, which is an incredibly diverse country. This reflects the world we all live in and it’s something we value strongly and want to celebrate as part of the Wool Overs brand. 

People want to dress for their age, but it shouldn’t be patronising, just because they’re older or younger. We have an older demographic, that is our strength and why we are successful. In fashion, there can be snobbery about age and size, which I have tried not to follow. There is inspiration in all areas of fashion for people of all types and backgrounds.

How would you describe this type of modern middle-aged women/men?

I actually think when you get to a certain age you become more stylish, because you’re more confident and don’t feel you have to dress in a certain way; you don’t feel the pressure to be such a slave to fashion. That’s what I’m trying to get across in the way we style the ranges but to bring fashion in with new and updated styles.

Be individual, be comfortable, be yourself, play to your assets and you will look good.

Your favourite Wool Overs garment?

I’m going to be quite biased, as I rather like some of the new things, such as the short sleeve V neck tunic in the new Cotton/Cashmere collection. This is such an easy throw on piece that combines relaxed style with a simple elegant look which works for all sizes. Also I love the cotton / silk textured short sleeve top. It’s not inventing anything new, it’s a classic, but by adding the knit texture and having the elbow length sleeve make this one have a very contemporary feel. It’s all about the little details.

It will be interesting to see how it sells with the new collection.

Cashmere Short Sleeve Jumper
90% Cashmere / 10% Cashmere
Offer price £27 or 2 for £50.

Your favourite Wool Overs combinations?

There’s a spring trend currently around about twin sets, which I feel sits well with our brand and is something many of our customers will respond to enthusiastically. I am going to design a twin set based around the lace camisole and a matching cardigan, which is a real classic but we will rework this as part of a modern, fresh look.

Ladies Lace Trimmed Longline Camisole
30% Silk / 70% Cotton
Offer price £25 or 2 for £45

Ladies Lace Trimmed Vee Neck Cardigan
30% Silk / 70% Cotton
Offer price £29 or 2 for £52

So, we’re looking at possibly two for one or a special offer for buying two pieces, at least to begin with. Our customers should keep their eyes peeled, because as we know Mark always likes to offer a good deal.

Thanks Paula, anything else you’d like to add? 

You’re welcome! Just that it’s a very exciting time at Woolly HQ and we have lots of new ideas and projects coming your way… so watch this space!

A big thank you to Paula for sharing her design insight and look forward to hearing more from her in the future.