Designer Ashleigh Sweden from Seer & Wilde. Image supplied.
Ashleigh Sweden founded her contemporary womenswear label Seer & Wilde in 2018 as she wanted to create swimwear and resortwear which reflects her ethical values. She designs with longevity in mind, opting for easy styles and classic shapes that the customer can wear for many years to come. Seer & Wilde is Ashleigh’s way of doing slow fashion with heart and respect for the environment and mankind.
We caught up with Ashleigh to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
For my latest summer collection, I wanted to offer our ladies core styles that could be their everyday essentials and offer the styles in a range of colours that represent who the brand is. Earthy, natural and feminine. I also now offer a made to order service in our new Resort styles to allow our customers to create a combination that suits them best.
I was pregnant with my daughter when I designed this range, so I definitely put a lot of thought into making it Mama friendly, and it was important that women could also breastfeed in a lot of my styles too. I wanted to make clothes for all ages, and for our pieces to adjust with you as our bodies fluctuate up and down.
My swimwear just carries over as our styles are timeless. It also allows us to stay true to our ethos of being an ethical and sustainable label.
What made you become a designer?
Being 5’11 and a size 12 meant I always struggled to find swimwear that would fit my shape and allow me to feel confident at the beach, so I decided one summer to make my own. However, I needed it to reflect my passion for ethical fashion, human rights, minimalism and the environment so I spent a lot of time finding fabrics and manufacturers that could reflect that… and the rest is history!
What inspires you?
Game changers. I am so inspired by all of the amazing people out there making a big impact, and fighting for a better world. Since becoming a Mother, I am more inspired than ever to keep doing everything I can to make the world better for my daughter and the next generation.
Looks from Seer & Wilde’s current range.
Describe your personal style and how it influences your designs?
My personal style is very relaxed. I like easy shapes that I can throw on that make me feel feminine. I think that definitely comes through in my label, as Seer & Wilde was created from my frustrations of not being able to find what I was looking for. I also love wearing earthy tones, as it reminds me of summer and being at the beach. Seer & Wilde was definitely created around that same mindset.
What is your all-time favourite purchase?
An anklet I purchased in Sri Lanka. I have worn it every day since then…so I have worn it for my life’s greatest moments, like when I got married, when we travelled Sri Lanka, Vietnam and Cambodia and when I had my little girl.
What wardrobe item should everyone invest in?
A classic white shirt. It’s a wardrobe essential that you can easily dress up or down. I also think women look very powerful in a tailored white shirt.
Do you have a style rule you always obey?
Definitely not. I don’t believe there should be rules in fashion. I think we should wear whatever makes us feel good. I also think it’s important to wear clothes that reflect who you are and what you stand for.
Looks from Seer & Wilde’s current range.
What has been the highlight of your career so far?
Seeing women wearing Seer & Wilde. It gets me every time. It’s overwhelming when I see these beautiful strong women wearing my label and appreciating what I do, and what the label stands for. Nothing beats that.
What can’t you live without?
My family and friends. They have all been a huge support system for me, and are directly responsible for helping me build my label.
Finish this sentence – You would never catch me wearing…
Fast fashion labels or synthetic fibers!
Images supplied.