The Lore of Loverboy tells a story of hope for British fashion

Vogue: What do you credit with Loverboy’s resilience?

I think the thing that has kept us going has been our sense of humour, and not taking ourselves as seriously as maybe some other people have. You’re more likely to hang out with your friend who’s got a sense of humour, who’s got more of a joy, a sense of life than somebody who has more of a serious take. I enjoy making people feel comfortable, so they see themselves in the brand. If I think about our hero products, they all are joyful additions to somebody’s wardrobe.

Vogue: Any advice for the next generation of designers that are graduating now?

I know it’s cheesy but networking. Try and meet as many people as you possibly can. When I started, I was so eager to do anything and everything; I wanted to do pattern cutting, meet the stylists, go to the parties.

The other thing I would say is you have to protect yourself. Make sure that when you’re working with people, with friends, that it has a transactional, contractual element. You’re going to help me do some sewing so I’ll cook dinner. Confirm it with a text message, an email: this is how I like to work. I had some amazing people help me because they believed in what I was doing, but it got muddy towards the end. There needs to be some sort of balance otherwise you’re tied to that person or they feel beholden to you.

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