Bold, bright, sustainable workwear for every occasion, from daytime meetings to evening cocktails. Plus: the female stars of the advertising world; and the top European remote-working destinations
FIT FOR PURPOSE
A shift in our working habits has heralded the advent of chic, versatile fashion designed for life on the move. Frances Hedges meets the women taking the hassle out of power dressing
WORKWEAR HAS HAD SOMETHING of an identity crisis over the past decade. We’ve experimented with mannish suits, #Girlboss-inspired pencil skirts and the pandemic-era ‘Zoom look’ (smart blouse on top, drawstring trousers out of camera range), before tentatively welcoming back heels and tailoring to our wardrobes in recent months, spurred on by the ‘quiet luxury’ trend. At the same time, awareness of the damaging environmental impact of restocking our wardrobes season upon season is increasing, so we want to invest in pieces that will stay in fashion for longer and offer the flexibility we need for the hybrid-working era.
One entrepreneur trying to solve this conundrum is Joanna Dai. She launched her brand, Dai, in 2017 after eight years in investment banking and a growing frustration with the binary choice between restrictive, high-maintenance suiting and leisurewear that could never be seen in an office. ‘I always liked wearing smart clothes to work, because I believe dressing well gives us the confidence to perform better, but comfort and convenience were missing from the equation – alot of suits are dry-clean-only and wrinkle quite easily,’ she says. ‘I wanted to find a way of combining the performance element of the best sportswear with the craftsmanship of Savile Row tailoring.’ Her trouser designs include features such as an internal elasticated waistband, a tab detail at the cuff that allows wide-leg styles to be cinched in for cycling, and water-repellent fabrics to protect against rain during the office commute.
Perfecting the sizing of her garments is crucial, says Dai, ‘because getting the right fit is what will make a woman wear a piece for longer and its value go further’. Most recently, the brand has launched a petite range for customers under 5’3” and a size 11 for women between a 10 and a 12.
Multifunctional clothes that last are, by their nature, more sustainable; Dai gained its B Corp certification in 2020 thanks to its focus on quality and durability, as well as its move away from seasonality in favour of ‘carryover’ styles that mean customers can still obtain the matching blazer for a pair of trousers bought several years before. A similar principle lies at the heart of the designer Elizabeth Hiscox’s brand E Stott, established in Feb
