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Designing for real women and real lives has always been at the heart of Juliette Hogan's approach. Below she shares the moments in the creative process that still feel like magic, the pieces she's currently wearing on repeat, and the confidence that comes with years of refining a brand's identity.
1. With such an incredible career to-date (and we’re sure, still so much to achieve!)... What advice would you give your younger self before your first collection?
I would probably tell myself not to worry quite so much about getting everything right. When you’re starting out you feel like every decision carries enormous weight, but over time you realise that building something meaningful is really about consistency and staying true to your instincts. I’d remind my younger self to trust the process, to stay curious, to keep putting one foot in front of the other, and to keep designing for real women and real lives. That has always been the guiding thread for me, and it’s what has allowed the brand to evolve while still feeling authentic.
2. Which Juliette Hogan piece is currently on repeat in your wardrobe? What are you wearing it with?
Right now, I’m reaching for our Boyfriend T almost daily. It’s one of those pieces that feels effortless but still considered. For me the pieces that end up on repeat are always the ones that strike that balance between comfort and polish - things you can rely on without thinking too hard. That T and anything in our Luxe Suiting. This fabric is an absolute favourite of mine and I love that we build on the offering each season. That you can wear this fabric with a casual shoe, I wear flats all the time as walk around a lot, or a dressier shoe, and that it looks so appropriate with either, is absolutely this fabrics' best trait. That and that its machine washable and a dream to travel with as it doesn’t crease - it's just too good!
3. Where does the magic tend to happen for you during a collection’s creation - is there a part of the process that always reminds you why you love what you do?
There’s a moment when the ideas start to move from sketches and fabrics into real garments, and suddenly the collection begins to come to life. Seeing the pieces on a person - how the fabric moves, how a silhouette sits on the body - that’s always a special part of the process.
It’s also the stage where the team comes together. Fashion can sometimes look very individual from the outside, but it’s incredibly collaborative, and those shared moments of discovery are often where the magic really happens.
4. Has there been a piece or idea that has surprised you and became something more meaningful than you imagined?
There have been quite a few over the years. Sometimes a piece that feels quite simple in the studio ends up becoming something women truly connect with.
I always find it incredibly rewarding when a garment takes on a life beyond the collection itself - when you see it worn to meaningful moments in someone’s life, or hear that it’s become something they reach for again and again. That’s when you realise the design has found its place in someone’s story
5. What does this latest collection say about where you are in life right now?
This collection feels very considered and confident to me. After so many years of designing, there’s a real clarity about what feels true to the brand and to the women we dress.
I think it reflects a stage where you’re less interested in chasing trends and more focused on refinement - creating pieces with longevity, beautiful fabrics, and silhouettes that feel both timeless and relevant. It’s about quiet confidence and thoughtful design.
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