INSIDE HQ: A Day In The Life with Our Senior Designer

Ever wondered how Saint and Sofia garments end up in our collections? It all starts with an idea from our brilliant design team. This spark is then drawn, fabrics are chosen, samples are made, and testing is conducted before it finally hits the shelves.

Want to know more? Follow Danielle for a day in the life of a Senior Designer and take a peek at the hard work that goes into every single one of our pieces.

How long have you been at Saint and Sofia?

Danielle: I started at Saint and Sofia in 2019, so just over 5 years.

What is your favourite part of your role?

Danielle: I’d say my favourite part about design is the creative freedom. It’s that moment when an idea starts to take shape, and you get to play around with different textures, colours, and silhouettes to bring it all together. Seeing a concept come to life is definitely the most exciting part for me.

How did you get into fashion design?

Danielle: Fashion has always been in my family – my great aunt was a model for Vogue, so I grew up hearing stories about her experiences in the fashion world. That sparked my interest, and I started styling outfits and experimenting with textiles. I eventually pursued a degree in Fashion and Textiles to deepen my knowledge and skills. After that, I got internships, which really helped me grow and refine my craft.

Any tips for people looking to start a career in fashion?

Danielle: My advice would be to stay curious and never stop learning. Fashion is always evolving, so you’ve got to be willing to experiment and push your boundaries. Take every opportunity to learn, whether it’s through internships, self-teaching, or networking with others in the industry.

What is your personal inspiration?

Danielle: My fashion inspiration comes from all the women in my life. Each of them adds a little bit of style and individuality that shapes the way I see fashion. Whether it’s my great aunt’s timeless elegance, my friends’ fearless approach to trends, or even the women I meet day-to-day, I find inspiration in how each person expresses themselves through clothing. It’s about taking those unique influences and creating pieces that are timeless wardrobe staples that can be worn year after year.

Can you tell us a bit about the February collection? What can we expect?

Danielle: Our February collection is all about mixing bold trends with timeless essentials. Animal print is a big focus, appearing across separates, dresses, and accessories. Florals are also featured, adding a soft, fresh touch. We’ve also included some stunning suede items, which add texture and richness to the collection. Everything is designed to be trans-seasonal, with pieces that you can wear year-round. Above all, we are focused on creating long-lasting pieces that won’t just go out of style.