Who: Lily Hand, 28, Essex
What inspired you to start your own brand? I had just returned from a trip to Los Angeles a few months prior to launching Miscreants. When I came home I found that things were slow-moving for me here (I live in a very rural part of Essex in the countryside). I missed the hustle and bustle of LA and at the time I really needed something to focus on and put my energy into. Going out in LA, from West Hollywood to Venice and Beverly Hills, I was inspired by the diverse characters I was surrounded by. I could completely be myself to the truest extent and dress how I really wanted to – no matter how eccentric. I loved that freedom and started to build a collection around it.
Describe your label in 3 words: Feminine, elegant, playful.
What is one of the biggest highlights of your business so far? I designed a custom look for Lizzo for The Grammys after-party. The photos still give me goosebumps.
What’s your advice to other women looking to start their own label? Be true to yourself and your style. Don’t create something you think people want, create exactly what you think needs to be out there, persevere with it and believe in it.
Shop Miscreants London
Stylist: Natalie Michaelides
Photographer: Conor Clinch
Model: Clementine Chalfant at Anti Agency
Hair: Asahi Sano at Caren
Make-up & nails: Megumi Matsuno
Photographer's assistant: Guy Gunstone
Stylist's assistant: Emily-Elizabeth Clarke
Canine model: Toffee at Urban Paws