Behind the Designs with Chloe Hayward
Introvert, sweet-tooth, minimal aesthetic picture taker.
Can you tell us a little bit about what you do, and how you got there?
I am a fashion and lifestyle content creator living in London with my partner and my small dog. I am a homebody at heart, but when I do go out, I love to wrap up warm and grab a cosy hot chocolate. Throughout the colder months you will see me in chunky jumpers, long coats and a scarf wrapped round my neck. When I think back to how I started, it is crazy to me that I have been sharing my outfits online since 2015. Throughout my teenage years I worked in retail which led me to post my outfits on social media, to that I was surprised that it got any sort of engagement, but I continued to post and it has brought me to where I am today.
What inspires your sense of style?
It’s taken me a couple years to truly understand what my style is but I’ve always wanted to feel comfortable yet still look ‘put together’, so that is why you can see a mix of soft tailoring and casual wear in a lot of my outfits.
I think throughout the years there was a lot of trial and error in wearing things that were’t truly me. But over time, I realised that I always gravitated towards items which all had similar shapes, fits and colours. This led me to find my ‘base’ style which I can rely on and feel confident in. Dependant on my mood that day, I can then experiment with more shapes and textures to build my look.
I hate to be the cliche but the internet is where I go to find inspiration. I browse online retailers to see how they style current pieces and I also check Pinterest daily. I used to love scrapbooking when I was younger so creating mood boards online is my favourite way to get my creative side ticking.
How does your scarf collection reflect your aesthetic?
The colour palette is very me. It includes a mix of greens alongside earthy browns which is exactly what I envisioned. The versatility of each scarf was really important because not only do I want people to find them easy to wear but something that is reflected in my style is that you can add a subtle statement piece to your outfit which doesn’t require too much thought or for you to feel out of your comfort zone. They're meant to be beautiful quality pieces to elevate your look.
When someone is wrapping up in your designs, how do you hope they feel? And any tips for styling it?
I want you to feel cosy, confident and cool.
I think the wonderful thing about this collection is the scarves can fit with any style. They can be worn with a minimal outfit to bring that subtle pop of colour, or they can be clashed with another pattern to really create a statement. Be you and have fun with styling the scarves!
What did you think about the design process?
It has been a lot of fun and very insightful. As consumers we sometimes aren’t aware of all the steps and stages it takes to get the final product. Creating quality pieces takes time and a lot of effort but it certainly makes you appreciate them even more. The TBCo team have been incredible to work with. I approached them with a moodboard and some ideas that I couldn’t fully execute but the TBCo team have brought my visions to life. After spending so much time discussing patterns and colours, I am beyond excited to see the designs from the computer to now fully wearable and hopefully loved by everyone!
