What does it mean to be a muse in the modern world?

Photographer Duncan Telford & Holly Jade O'Leary collaborated on creating a eco luxury fashion story especially for Label Magazine, which captured 'The Modern Muse' https://www.label-press.com/blog/2018/7/31/the-modern-muse prior to our forthcoming collaboration on 'The Future of Fashion' opening London Fashion Week at sketch, 13th September 2018.


The editorial showcases sustainable fashion by Holly Jade O'Leary, from GOTS certified organic cotton to bamboo silk dresses.

The wardrobe of The Modern Muse portrays the life of the modern professional creative woman and also underlines a consideration of the triple bottom line requisite of sustainable business goals: profit, people and environment.

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These staple garments prioritises elegance,  contemporary style, functionality  and a transparent supply chain. The attire is designed to ‘mix and match’ and move easily from the gym, to pitching in meetings, to beach or city breaks, to dates, exhibitions, and fine dining. 

Freya, Duncan Telford

The DIY aesthetic is portrayed in a grown up sensibility which underlines so many millennial entrepreneurs, working on a level to fashion the world around them, and to fulfil personal and global objectives; individuality, self -actualisation and accountability driven by a passion to create more beauty in the world. The knowledge that the world’s resources are finite, and a level of empathy and education about topical issues surrounding social justice is metered by a ‘can do’ attitude and playful willingness to engage in finding positive solutions through independent discipline, where possible. 

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The Modern Muse collection features affordable, sustainable luxury ‘slow fashion’, manufactured by small artisan factories in the UK to ensure excellent working conditions. Holly Jade O’Leary’s simple thought behind the capsule collection was: "what do I want to wear?"

Our models were 3 wonderful, intelligent and inspiring women: 

Monica Ariel, from Colorado. Monica is a competitive figure skater, acro contortionist and actress who holds n M.A. in International Business.

Galuh Alifani, a dancer from Sri Lanka, studying an M.A. in International Business at Cambridge University. 

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The fine wool in the 'Juno' and ‘Freya’ collections are sourced from a 3 generation family run mill in Dewsbury, West Yorkshire.

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Alexa Waters, a professional model and artist who travels on a global basis, and is brilliantly adaptable at moving between a multiplicity of aesthetics, and means of expression.

No Animal Killed

Brand partners for the photoshoot were Lily Flo Jewellery and NAK Fashion.

NAK Fashion design vegan luxury footwear, artisan crafted in Italy, using local resources to minimise their environmental footprint.  NAK stands for ‘No Animal Killed’ making a public statement to encourage a cruelty free lifestyle. “We do not believe in killing animals to satisfy our desire to appear beautiful” their website states.

Lily Flo founder Diana Sherling sources from eco and Fairtrade suppliers. The fine metals, gemstones, diamonds and pearls she purchases support expertise in families that for generations have been trading precious materials - families supporting families. Designs are crafted by hand in her design studio.

Freya in Charcoal devore, Duncan Telford

GOTS certified organic cotton and lappet lace has been used, and alternatives to real silk have been sought. The 'Venus' backless evening dress features high quality, and very unusual 'cotton sateen' that glows with a starry lustre, and the elegant white bamboo silk dress features similar light reflective properties and lovely drape.

Alexa Waters in Venus, Duncan Telford

The digitally printed sportswear - the ‘Incandescence Rose’ fine art satin bomber jacket and leggings are the only products in this collection which are made using polyester, printed with eco-ink and manufactured in London. Steps are currently being made towards using recycled polymers for these prior to London Fashion Week. All other products are created using responsibly sourced fabrics and natural fibres

Photographer: www.duncantelford.net

Creative Director: Holly Jade O'Leary

Make Up Artist: Corina Selaru Dimitriu

Styling Assistant: Laura Moss