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Jacynth Bassett

Jacynth Bassett

Label – The Bias Cut

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.

My mother played a big role in my love for fashion: from a young age she showed me how fashion was a form of self-expression and taught me the value of investing in quality. We would regularly go on shopping trips, and she supported me in developing my personal sense of style. And her significance in my fashion journey continued to the point that she was my inspiration behind The Bias Cut.

I had increasingly grown saddened and frustrated at how my mother was feeling alienated by the industry as she aged. I realised there was a need and demand to disrupt the fashion industry’s perception of age, and a gap for a brand that empowers women of all ages to embrace the best versions of themselves.


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


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?


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.

This year, I have been especially interested in the psychology of clothes and style, and how it can be used to tell a story, convey an emotion, or make a political statement. Conversations with our customers and followers have played a huge role in this.

With regards to fashion specifically, I’m most inspired by fashion brands with a strong identity and point of view, rather than those that are trend focused. Moschino has always been a personal favourite – even before its resurgence in popularity under Jeremy Scott – as I love how they don’t take themselves too seriously.

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


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.

Most importantly I believe it’s important to ensure you only collaborate and work with celebrities who align with your brand values. It’s about quality, not quantity; rather than focusing on how many followers a celebrity has or how famous they are, what’s key is ensuring they are a genuine fit for your brand.

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


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.

But what can—and often does—change is body shape and lifestyle. This is especially true for women, with pregnancy and menopause being particularly body-changing experiences. So, we ensure we design and curate our collections with changing bodies and preferences in mind – without compromising on style or quality.

But we also recognise that not everyone is the same, so we ensure there’s an eclectic mix. Ultimately, it’s about offering choice to our customers.

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


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.

We have also used social media to build our community and campaign, Ageism Is Never In Style. Based across Facebook and Instagram, Ageism Is Never In Style is a safe space and platform that unites women and men to discuss, explore and challenge ageism, and champion age-inclusivity. With a primary focus on the fashion industry, we share articles, news, and inspiration, alongside running major activism campaigns that aim to educate, spark conversation and ignite change.

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


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.

We are committed to educating and encouraging consumers to adopt that mentality, and we are constantly assessing and improving our practices with a view to supporting the UN Sustainable Development Goals.

Our current initiatives include: our Cost-Per-Wear Calculator (a simple tool on every product page that helps customers make smarter, more considered purchases); detailing our designers’ sustainability and ethical commitments on each product page; carbon offsetting as per UK government orders; active recycling and using sustainable packaging; charity collaborations; and working with local schools, colleges and universities to offer mentorship, internships and experience.

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


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.

We are also seeing customers wanting to experiment more and have fun with their wardrobes. They are more confident about trying something new and wearing what makes them feel good.

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


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.

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

Interviewer: Kiran Sahija
Published on: 22/07/2022
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