We are driving a new ageless, trendless mentality with a focus on sustainability

The Bias Cut was founded by Jacynth Basset and is a trailblazing e-commerce platform that celebrates and champions women of all ages with a view to ensure that they feel represented and empowered. In an interview with Fibre2Fashion, the designer reveals all about her journey, inspirations, and shares great advice for young fashion aspirants.

Fibre2Fashion: When did your love affair with design begin and what motivated you to start your brand?

Jacynth Bassett:

I can’t remember not loving style and fashion; I even remember picking out my favourite outfit for nursey picture day! At school, I was very academically focused, but fashion was always a form of escape for me. I used to adore flicking through Vogue, covering my notebooks in fashion photography, and I often attended fashion lectures in my spare time.

F2F: How would you define the aesthetics and vibe of your collection?

JB:

Our love of colour and print, and subtly reference trends without being trend driven. Ultimately, we believe style should be fun, and our collections reflect that.

F2F: Where do you get your creative nutrition? What fashion do you follow?

JB:

I’m not inspired by one particular thing or place; it can come from anything, anywhere, at any time – from art and architecture, to travel and different cultures, to even an interesting conversation or debate. I’m also very interested in history and am often inspired by its significance in the past, present and future.

F2F: How would you define the experience of working with celebrities and what things are to be taken care of while working with them?

JB:

We have been very fortunate with the celebrities we have worked with to date; it’s always a collaborative, authentic process as we only work with celebrities who embody and support our values, and we always want to ensure they only wear the pieces they feel fit their personal style. We actively encourage them to style our pieces their own way, as we are all about expressing individuality and having fun with style.

F2F: What things are to be considered while designing since your collection is open for all age types?

JB:

At The Bias Cut, we always say “style doesn’t fade – it evolves.” A love for looking stylish and sophisticated doesn’t just disappear as you get older. So, we never pigeonhole our customers based on their age.

F2F: How has digitalisation helped your brand grow in terms of sales and marketing?

JB:

As an online boutique we can reach customers globally, offering more women more choice. Our visuals are integral to our brand as we are able to show how our pieces look on different shapes and ages, and ensure our consumers feel represented.

F2F: Does your brand promote sustainability? If yes, what measures are practiced?

JB:

Of course. As age-inclusive trailblazers, we are driving a new ageless, trendless mentality that focuses on an intergenerational approach and view of fashion, and supports considered shopping habits focused on slow, sustainable fashion.

F2F: What is trending in the UK fashion industry currently and has it evolved post-pandemic?

JB:

Since the pandemic, there has definitely been a shift in attitude towards fashion and style. Once often dismissed as frivolous and self-indulgent, more consumers have started to recognise and appreciate that what they wear affects their mental wellbeing. So, we have seen a real uplift in customers shopping for statement, investment pieces vs staple, basics.

F2F: What advice would you like to share with young fashion aspirants?

JB:

The best advice I can give is to remain true to your values and be patient. There’s so much noise out there about overnight successes which can be very demoralising and disillusioning, but in the majority of cases, success takes time–especially if you are unwilling to compromise on your principles. Yes, it will be tough, but remain resilient and persevere. And make sure to surround yourself with people who not only believe in you but are also open and honest with you – and don’t be afraid to ask for support when you need it.