Design Director Christine Hafsten was joined by our Social Media and Content Manager, Modupe Ogunniyi for an evening all about Christine’s journey into design, her favourite items and of course the inspiration behind our brand-new premium collection, Freston.
Christine grew up in a small Norwegian village called Ski, where a picture of Karl Lagerfeld in a magazine inspired a career in design. “My parents wanted me to go to business school,” Christine explained. However, determined to follow her passions, she undertook a BA in Fashion and then an MA in Print and Textiles. “You must follow your gut and your heart,” was the biggest advice Christine gave, particularly to the budding designers in the audience.
Having been at Cath Kidston for six years, Christine and the team have mastered the design process, “Three times a week the team get together and go through all of our drawings to fine tune them,” this ensures the team are sharing all the best ideas. Christine is passionate about print bringing back memories, “You must tell a story in your print, through the line quality and the colours, we want people to start dreaming of good memories.” she told the audience.
Modupe then went on to ask about the new premium collection, Freston. “We have a lot of options of colour, so we want to create something for people that like more neutral tones,” Christine explained. Taking a classic Cath Kidston archive print, Christine and the team developed it for this brand new print named after the road our Head Office is on. The print was created using traditional block printing techniques and they also designed a special engraved Freston stud as Christine “just loves the scallops”. Christine described the range as “feminine, classic and timeless” – we totally agree!
The audience were all dying to know Christine’s favourite products from the Freston collection “my favourites are the Tall Totes, the webbing straps have been colour matched to the tones within the print. Mixing something useful with something feminine”. Christine also loves the Cath Kidston Foldaway Weekend bags, telling us that, “All of my family have one, we pile them all in the car for a weekend away!”.
We’re sure you’ll agree that we could have spoken to Christine all night long about everything Cath Kidston, but unfortunately that’s all we had time for – plus a little bit of shopping of course! What would you have loved to ask our designers? Let us know over on Twitter, @Cath_Kidston!
And for an exclusive look at the next colour in our Freston collection, watch our interview with Christine and Cecily, our Senior Bag Designer, here.