Being a sort of country bumpkin in the big city, I always love seeing designs that rely on the British countryside for inspiration. And while it's not quite the countryside I'm used to, Joshua Millard's southern England country aesthetic still ticks all the right boxes for me. Launched in 2016, Joshua strives to balance refined tailoring and nostalgic textures, using beautiful organic cottons, tweeds, leathers and silks to create clothes that bring a country freshness to the city streets.
Who's your dream customer?
Charlotte Rampling, Tilda Swinton, Alicia Vikander and Marion Cotillard
What five words sum up the brand?
Refined tailored cuts, Transitional, Nostalgic
What's your favourite piece from the collection?
The oversized wax cotton biker with double shearling collar. When it's belted, the contrast in texture and proportions from the waist to the collar and sleeves just appeals to my eye and suits a range of silhouettes.
What inspired you to start the brand?
I've always wanted to run my own business, as a child we were encouraged to always strive doing something we loved and to have ambitions. So I think the challenge has always been on the back of my mind. Tailoring and physically cutting/ draping was my escapism and joy, so the two married together enabled the brand.
What have you got in the pipeline?
My focus this year and with the new season is to further develop AW17's rural workwear influences, offering easy wear brand staples of shirting and tailoring which are transitional and relevant in the city, country and abroad alike. I am also working on developing the shirting in organic cotton qualities.