Spotlight Interview – enamore

enamore is a UK based fashion company responsible for producing sustainable, eco-friendly designer underwear. At Urbanity Chic when we first checked out the innovative product range we were really impressed and were really keen to share it with you. enamore are currently working towards the release of their latest line and despite everyone being extremely busy we were delighted when Rachel Braund, the chief designer behind the enamore brand completed a full, in-depth, feature interview with Urbanity Chic. Read on to find out about, amongst other things, what Rachel’s been working on for the last 12 months, what the first thing she ever designer was and what she does to relax when not working.





Q: What are you currently working on?

With enamore I am always inspired to develop new designs, colourways and to explore sustainable materials and innovation. I am constantly looking to expand our current popular loungewear and underwear collections. We want to show that there are alternatives when it comes to bringing together fashion and an eco conscious lifestyle, that you can have beautiful items that are stylish, comfortable and last…all without harming the environment.


Q: How have the last 12 months been for you?

Behind the scenes there has been a lot of hard work towards realising the enamore vision in every aspect, from perfecting the fits throughout the size ranges, maintaining the consistency of high quality in each and every item, adjusting shapes to tweaking stitching -- every detail is carefully considered towards the high standards we want for our customers. Outside of the design process, we have been busy getting everything ready for our exciting re-launch which takes place in May 2012 with beautiful campaign images and a brand new website.


Q: What does fashion mean to you?

To me, fashion is an extension of you that’s brought to the surface, a beautiful individual style of who you are. To be able to combine this with ethical and sustainable products whilst caring for the planet is an additional pleasurable experience. And one that I am very passionate about.


Q: Which modern day fashion designers or fashion icons do you look up to?

I have always been an admirer of Alexander McQueen, Stella McCartney and Vivienne Westwood. In particular I love Vivienne’s manifesto in which she uses her status and credibility as a fashion designer in a constructive and positive way to save the planet and how we can all contribute towards this.


Q: What was the first thing you ever designed?

One of the first collections I ever created was a bridal collection which included a wedding dress, bridal lingerie and nightwear; all of which I produced while I was studying fashion design. I was totally inspired by the Egyptian era… the clothing, the culture, and the architecture. I integrated my ideas from this through using silk satin and sheer georgette materials to create a striking contrast between the sheer and opaque, which I loved. It worked really well in the collection even if I say so myself! This particular collection has a unique place in my heart not only because it was one of my first ever collections, but because it let me tell a story through each of the pieces individually and collectively.






Q: Where do you get your inspiration?

My environment constantly inspires me and it varies from travel, cultures, the arts, shapes of objects, colours and nature. I love that we can all be inspired by every day things and how we all interpret that differently.


Q: Who inspires you?

I love Jean Paul Gaultier. To me he was the eighties! Thus making it such an iconic period of fashion history.


Q: How would you define the style your work exemplifies?

The current enamore collection embodies modern lifestyle; it reflects today’s society for women and how women are juggling the various elements of their life more than ever.


Q: How would you define your personal style?

Smart to feminine casual chic. I love fashion and clothes that are different, that have that edge to them. But it’s quality and that attention to detail that really catches my eye every time.


Q: Where are you based?



Q: What’s it like being where you’re from?

I am originally from Somerset, so part of my heart will always belong to the countryside. But I do love those bright lights of London, it has such an incredible energy and I love the diversity that London brings.


Q: How would you define your city’s fashion?

Unique, inspiring, energetic, fun.


Q: What’s been the highlight of your career to date?

Without doubt -- having the opportunity to collectively build amazing brands whilst working with the most talented creative people, I love what I do and it’s brilliant having a team that works well together to make all ideas reality.


Q: What are you hoping to achieve over the next 12 months?

I would like to see enamore at the forefront of people’s minds when they think of eco friendly underwear and loungewear.


Q: What do you do to relax?

I read and if I’m lucky when London gets some sunshine, I like to relax in my garden and if I’m really lucky I try to escape to the sea.


Q: Where would your favourite holiday (vacation) be and why?

It’s so hard to pick one place! But I do have a soft spot for Lyon. It’s a beautiful place, with a relaxed atmosphere, people are friendly and the food is delicious!





Q: What songs are on your iPod at the moment?

I’ve got some R & B, Hip Hop, 70’s disco, pop and some Johnny Cash on the iPod, that way I’ve got something for every mood!


Q: Do you have interesting hobbies?

I love to keep fit, I do enjoy dancing and I’ve just taken up street dancing.


Q: Is there anything else you’d like to let our readers know about?

Mojitos are my weakness.


Q: Where can we find out more about or purchase your work?

Please take a look at it’s got everything you need to know about enamore!


Q: What motivates you to do what you do?

Quite simply, I love fashion. I am motivated to create gorgeous items and that bring pleasure to those that wear them.


Editor’s Note: enamore’s line embodies something that is comfortable, creative, stylish and sexy whilst maintaining a product that is sustainably sourced and eco-friendly. Rachel Braund and the rest of the creative team should be commended for their work and we hope you’ll see their new line of products in a shop near you soon!


If you’d like to get in touch with enamore just follow the links below:

Twitter link:           

Facebook link:

Web page link:

About Urbanity Chic

Urbanity Chic is an interactive magazine for anyone who loves fashion and style.

Find out about the best style tips, fashion trends as well as in depth articles about the most influential fashion icons, fashion designers and fashion photographers.


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