Crafting Identity Through Fashion
1. Your designs often incorporate upcycled materials. How does sustainability influence your creative decisions, and what message do you hope to convey through this choice?
I think as artists, in any discipline, we have a responsibility to be conscious of the impact that decisions we make in our work have. My big focus at the minute is waste, and minimising that as much as possible. What I buy (resources, material etc…) needs to be used, and if it can’t be used it needs to be recyclable, whether up-cycled into new garments or physically recycled. I was really inspired by Patrick Grant’s book “LESS”, which spoke about the importance of favouring quality over quantity, and how having less might actually lead to a happier life in this age of materialistic desire. In my own work, I patch work with offcuts and leftover fabric from past projects or commissions, maximising full use of the fabric. I use everything from larger pieces right down to the tiniest offcuts to create new textures to bring my garments to life. I really believe there can be beauty in the things we can consider “trash”, and that’s what I’m really trying to say in my work.
2. Manchester has a rich cultural and musical heritage. In what ways does the city’s atmosphere seep into your designs expression?
I lived in Manchester for 6 years, since I was 18 (still feels like home), and was always surrounded by creativity. I studied Fashion Design and almost everyone I knew outside of class was a creative in some practice. I think Manchester is an incredible source of inspiration, if you know where to look. I’ve dressed a lot of the queens on Canal Street, who have supported me since I started. Manchester is a feeling to me, it’s definitely the people that make this city what it is, and who continue to inspire me. Of course, the biggest names in music come here to perform too, and I’ve been lucky enough to see people who I’ve idolised my entire life.
3. Balancing a creative life can be hectic what keeps you going?
A social life for sure, and simple things like working out, reading books and going for walks. But also other creative people keep me going, they can relate to exactly what I’m going through in day to day life and I’m really thankful to those people. I don’t think anyone can prepare you for how isolating working for yourself can be at times, and the sacrifices you have to make, but god it’s worth it. Also debunking the myth that you need to be working flat out 24/7 in order to achieve your ambitions and remembering to live life in the present, not constantly living in the future waiting for the next thing, which is hard when that is at the core of the fashion world. You just have to find a balance.
4. Fashion can be a powerful tool for self-expression. How do your pieces aim to empower wearers to explore and embrace their identities?
As of right now, I’m definitely speaking to people who want to make an entrance, make an impact and be seen and people who, like me, see the opportunity and potential beauty in things that may often be overlooked or even discarded. When you put that statement piece, garment or full outfit on, and you know you look killer in it, you’re going to feel that energy, and that resonates beyond yourself and people feel that from you too. People ultimately want to feel and look good, and I want to help them achieve that.
5. The fashion industry is rapidly evolving with digital platforms like Depop and TikTok. How have these platforms impacted your approach to design and audience engagement?
I was actually quite late to TikTok, but quickly realised the power it has when I started. The way it connects you to your audience, it’s unlike instagram, and the kind of content people want to see is different too. It’s clear instagram wants the pristine, high quality finished product, but TikTok wants to see how you got there, for example in my case, the making process of producing a garment, and I find that really interesting and fun to produce. Depop is awesome, I sell a lot of my ready to wear stuff over there, and it’s connected me to people all over the world, more so than social media I’d say.
6. Collaboration often leads to innovation. Are there any interdisciplinary collaborations that have significantly influenced your work?
There are a few concert tours which have massively inspired me as an artist, I think because I was exposed to them so young, they’re like engrained in my DNA. Lady Gaga’s Born This Way Ball 2012, Madonna’s MDNA Tour 2012 and Cher’s Believe Tour 1999. The common denominator is the story telling and “plot” in these productions, they were almost operatic. The entire collaboration across disciplines is what made these productions so huge. From the set design, the wardrobe (of course), the lighting, the use of video – pretty much everything visual. There’s some bodies of work that just speak to you, an album, a book, a fashion collection, and these tours did that for me. You digest these things subconsciously, and it eventually shows up in your work in subtle ways, and I love that. I’ll sometimes finish a design or detail, and it’ll dawn on me “omg, this reminds me of a skirt Madonna’s dancer wore in that Vogue performance” as a random example.
7. What challenges have you faced as an independent creator, and how have they shaped your journey in the fashion industry?
Definitely finding your own way to do things, and learning as much as you can along the way from the good and lesser so experiences. After I walked out of my office job to start my brand, I didn’t have a clue about anything other than how to make clothes, but I still had rent and bills to pay. So I had to figure everything out along the way and take each experience as it came (still do, always will). While you’re building, as I am, a lot of people may not take you seriously and may think you’re naive, and that can be frustrating, but I don’t let that define me. I’m still only at the start of my career, but it’s clear to me you have to be really disciplined, focused and have laser vision to achieve the things you really want to achieve in this industry.
8. Looking ahead, what are your aspirations for Primaewan, and how do you envision your brand evolving in the next few years?
There are so many things that I want to do, people I want to dress, collaborations I want to happen and concepts I want to bring to life, but I keep such an open mind and what’s meant for you will come to you (but sometimes the door to opportunity comes to you and you need to beeaaat it down!) I know I’ll continue up-cycling, and I want to really hone that and explore as many ways as possible to do it. It’s really rewarding turning something that could’ve been headed to landfill and making something visually beautiful as a result, not to mention people subsequently wanting to wear and shoot it!
And whilst we are here… we were super gagged at Shania Twain….spill the Tea! Firstly she looked incredible! How does it feel knowing that an icon has worn your brand? Who’s next on your list?
Shania Twain you did impress me much! It’s very surreal, I was only 3 months into starting up my brand when she wore the outfit, so I could never have prepared myself for that happening so soon and for the opportunities that came as a result. Those who know me know how much that meant. When someone who you’ve admired artistically for so long, and your biggest idol, gives you a thumbs up in that kind of way, it really is an incredible feeling, and it does give you a confidence in your work that can be hard to find as you’re starting out and facing a lot of rejection. I was so grateful to her manager, wardrobe team, and of course Shania herself, I truly hope our paths cross again! I’m also determined to see Cher in one of my biker jackets, because she inspired them, and I think me and Lady Gaga could do something epic together, if the opportunity came up…
Thanks Ewan! Here at The Purpose we have full faith you are going to go far! can’t wait to see your adventures! Follow Ewan @
Photo Credits for attachments:
Personal Headshot:
Photographer: @travisjones.jpeg
Image of Shania Twain
Photographer: Fred Thiebaud