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By Alex Ashcroft
What makes Soru truly individual?
"We keep up with current trends, but we only make things we genuinely love and want to wear. We are constantly playing dress-up and designing pieces to go with our next outfit. We love beautiful things and are passionate about creating them ourselves."
How do you give your designs a personal stamp?
"We get inspiration from the Resort collections, from discovering new brands and finding amazing vintage pieces. We also love to look at the history of style. Our designs all share a similar level of intricacy.
We both have quite different styles, but our pieces can accentuate our individual looks. Marianna is more minimal, favouring, say, a white T-shirt layered up with necklaces; Francesca prefers a more glamorous, dressed-up look and, for example, would opt for a big pair of sparkly earrings."
Mariana (left) wears Paige T-shirt, £145 (coming soon online); Eudon Choi skirt, £395 (coming soon online); Soru necklace, £480 and bracelet, £290; Francesca (right) wears Preen dress, £990 (coming soon online); and Soru earrings, £180
What does ‘individuality’ mean to you?
"Individuality means having your own sense of style and celebrating it. Putting your own stamp on things. Being brave. Going with your gut, being absolutely confident in what you’re doing and not wavering from it."
How do you infuse your brand with individuality?
"I look at what people want and what the world is doing, then make it work in London. Our first ever chair at Fenwick of Bond Street always feels like home to me."
Is there one service in particular that embodies this?
"Brow pinching – it’s a calming, circulation-improving massage which is totally focused on the brows. It brings a holistic aspect to our treatments, and I came up with the idea while travelling in March. It’s inspired by my Indian heritage. Customers say they love the massage, and while no other brands offer this service, it’s available on all Blink counters."
Vanita wears Momoni shirt, £275; No.21 trousers, £430 and coat, £1,125
How do you find your sense of self?
"To ground myself, I seek to gain perspective, to put things in contrast. Being in a location devoid of volume helps this, like nature: be it mountains or sea. I look for a place of quiet reflection, for clarity, space and time. After this I go home to be with myself and focus down those thoughts. When your subconscious is quiet – that is individualism - essentially who you truly are."
What makes your business individual?
"At Maison Arabella we are immersed in internationalism and craft, our work combines culture with meaning and innovation with heritage, transcending aesthetics for aesthetics’ sake and instead inspiring new ways of living.
We are not trying to ‘box’ people, but instead enhance their sense of self. An important part of individuality is wellbeing. If your space is an accurate reflection of you, you’ll feel good, which is the key to productivity and wellbeing in a domestic or corporate space. We call it art d’vivre – the art of living."
Arabella wears Joseph shirt, £395; and Max Mara Studio trousers, £260
"I love that style marches to its own drum. I left my career in the fashion industry to start my business partly because I didn’t want to be governed by trends. There’s a difference between style and fashion."
How do you put your personal stamp on your business?
"We create complex, innovative fragrance stories delivered in the cleanest way possible. I couldn’t tell you what other brands are doing – we listen to our own voice, so our fragrances are completely original. We don’t want to subliminally adopt what competitors are doing. Fragrances need robust reference points, and I create a short story for each one. I feel strongly that the world does not need another pointless creation."
Jonathan wears Sunspel T-shirt, £70; Polo Ralph Lauren shirt, £95, trousers, £135 (coming soon online) and jacket, £435 (coming soon online)
What sets your products apart?
"My husband Andrew has a PhD and is involved in European research projects. Our products are developed based on their health benefits, and we approach our work from a deeply analytical and scientific perspective."
Is there one product in particular that embodies this?
"Yes, it’s an original spelt variety we brought over from Switzerland, one of the most ancient types. It’s a true spelt, not crossed with wheat to increase yield (as all others are). It’s rich in colour (antioxidants), flavour and aroma. You can buy it in the Fenwick Food Hall."
Sybille wears Max Mara Studio sweater, £280; Sportmax trousers, £330; and Sportmax Code coat, £590
"Speaking your truth."
"I try to focus on what my higher purpose is, and then I check in often to make sure that all the choices I am making are aligned."
Is there one piece in particular that you feel most accurately embodies individuality?
"The Echo Dress is structured, precise, feminine and intelligent, but playful at the same time."
What makes your label unique?
"I make fashion for women who look for meaning and depth, even in the clothes they choose to wear."
Edeline wears Edeline Lee dress, £730
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