Second Life The Who What Wear Podcast: Designer Emilia Wickstead on Modern Femininity, Bespoke Bridal, and Cinematic World-Building Through Clothes
Jun 11, 2025
Emilia Wickstead, a New Zealand-born designer based in London, is celebrated for her playful take on modern femininity. In this conversation, she shares her early fashion influences, from her artist mother's creativity in Auckland to transformative moments in Milan. Wickstead discusses her artistic process, inspired by film and fine art, and her passion for empowering women through fashion. She also reveals exciting details about her bespoke bridal designs and upcoming collaborations, including unique wedding attire and elegant invitations.
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Milan Fashion Awakening
- Moving from New Zealand to Milan exposed Emilia to legendary designer stores and fashion culture for the first time.
- She absorbed design details as a 'homework' task, dreaming of her future in fashion.
Retail Insight Shapes Brand
- Retail work was a crucial education for Emilia in understanding customer desires and how to communicate fashion visions.
- Selling designs added an important dimension beyond just creating them for a successful brand.
London’s Freedom and Opportunity
- London gave Emilia freedom to be experimental and true to herself, unlike Milan's culture at the time.
- London’s international, dynamic environment helped launch her brand organically through word of mouth.