Who would have thought that a process that was used to mend, patch, tailor and reinforce cloth would lead to the art of hand embroidery for what we now consider haute couture? Definitely not me. My earliest memory of hand embroidery was learning the art from my mum as she and my aunts would sit around with their wooden hoops and colored threads, drinking tea and engaging in everyday conversations. Day after day I would see those beautiful threads take shapes of intricate flowers and birds showcasing exquisite color combinations that would blow my mind. At home, every bed sheet, table cover, placement mat, and hand towel was embroidered and the familiarity of the designs and the women who made them was what made home, home.
Unfortunately, at the age of six, I was sent to boarding school so these memories grew even more vivid than what they would have been otherwise. Every year at the start of school I had to bring in a set number of sheets, pillowcases, towels, and clothes. Every item had to have my name on it which, again, was hand embroidered by my aunts for me before the start of school in a bright red. I always noticed how even after the sheets and clothes may have faded over the years, the embroidery still looked good as new.
I have always believed that fashion has a very loud voice that impacts and drives change. So when I was conceptualizing Neococo, I knew I wanted it to be a brand that could change lives. I remember embroidering my first samples and feeling a sense of joy and purpose fill me up with each stitch. There was something extremely reassuring about watching that needle add color to a plain white tee.