designer Laura Figueras started her label with the chief aim to create a distinctive feminine aesthetic. Thanks to their solid colors and sleek lines, we can firmly declare that her clothes rightfully claim a spot in our wardrobe. Read on as Laura walks us through her exciting journey through the fashion world, introduces her line and reveals her future plans.
You have previously worked for a few designers before establishing your own company. What led you to start your own brand?
I worked for Preen in London when I graduated. Then I worked for a lingerie company in Barcelona and started my previous brand Bambi by Laura at 24. After that, I moved to London and started my new label Sur. Sur means “south” in Spanish and aims to bring a bit of the relaxed southern vibe and their great culture to the “north”. It is a luxury take on the easy but chic Mediterranean style.
How has your Spanish background blended in the London culture and contributed to your fashion inspiration?
It makes my casual Mediterranean vibe more urban-oriented.
Can you describe the woman you are designing for?
She is a stylish, independent woman. She is chic, elegant and self-confident. She loves stylish pieces; she does not necessarily follow trends and looks elegant whenever and wherever.
How would you describe your brand in five words?
Mediterranean, urban, chic, elegant, classic.
Could you tell us a few words on your Fall/Winter 2014/15 collection?
Our Fall/Winter collection is inspired by the world of the French Riviera. Stripes stand for the informal elegance brought by films and stars of the Twenties and Thirties. Coco Chanel, Audrey Hepburn, James Dean and Picasso were dedicated fans of the Breton stripe – brought back in asymmetrical construction in this collection. Clean lines and silhouettes remain from previous seasons only with a greater concentration on different uses of wool; combined with the finest lamb’s leather detailing on coats, dresses and tops. Finest Italian silks are used for event dresses. The volume and easy-to-wear cut that Sur brings to its designs, as well as the quality and richness of the materials, still remain a key element of our vision.
If you could collaborate with a designer or company for a capsule collection who or what would that be and why?
I have always been a big fan of Loewe, especially for what the company means in Spain. It is such a classy brand, and the quality is fantastic, but I feel that for a while the collections have not been so exciting. However, I really love what they are doing with JW Anderson now. If I could also collaborate with a boutique, it would be Santa Eulalia in Barcelona; I would love to collaborate with Loewe in a collection for Santa Eulalia. It is my favorite shop and it is so chic and elegant, and creative at the same time.
You have a specialization in Lingerie from Central Saint Martins. Have you ever considered including lingerie on your upcoming collections?
I have always been interested in the basics, and I have included them in many of my previous collections. I am not sure about lingerie, but I definitely see some intimate basics as part of the future Sur story.
What are your future plans?
For now, my aim is to take Sur to the next level. We will keep doing Pop Up shops in London and Barcelona bringing other designers from the “south” to share the experience and make it much more appealing for our customers, who can find new labels or products with a meaning. We want to do the same with our website and add other products that we believe will make Sur stronger.
Also, at some point, I am thinking about moving back to Spain. I love London, but I am really missing the Mediterranean climate!