The Romantic Revival of British Fashion

ST. CLAIR is a brand celebrating vintage romance with an unashamedly pretty aesthetic. Founder Blaire is deeply influenced by the Brit fashion of the 80s and 90s, channellingher love for vintage shapes, antique embroidery and floral fabrics from heritage brands into dresses that exude an unmistakable British charm. "I grew up on Laura Ashley," Blaire recalls, "images of my mother in flowing floral cotton summer dresses from the 70s and puffed sleeve taffeta gowns for Black Tie evenings are part of the fabric of my childhood memories."

ST. CLAIR’s designs are steeped in nostalgia, with florals that pay homage to English brands. "When it comes to the prints, 60s-90s floral fabrics by Liberty are always on my moodboard, alongside tear outs of oil paintings of flowers and photos of wild meadows and gardens I’ve snapped on my phone in the countryside along the way!" she shares, revealing how her English roots continue to influence her creative process. "All our prints are unique, painted by hand in watercolour and inspired by English flowers."

But the romance extends beyond just the prints. The founder is deeply inspired by movement and the artistry of fabric: "I’m obsessed with the movement of the fabric and the cut of the designs, and I think about that a lot when I’m designing new silhouettes."

A Personal Journey to Fashion

ST. CLAIR's story began at a time of personal and global upheaval. Following a successful career in fashion it was motherhood that inspired the dream to found St Clair and the Covid pandemic provided the unexpected opportunity—through redudancy—to launch her dream. What started with a small, self-funded collection has blossomed into a brand known for its pretty, meticulously crafted dresses. "I design garments that feel beautiful to wear and carry a distinct handwriting in the style of the prints," she shares.

Sustainability with Style

Sustainability isn't just an afterthought at ST. CLAIR—it’s central to the brand's ethos. "I hate the idea that something is ‘past season’," declares Blaire, explaining her commitment to creating pieces that will stand the test of time. ST. CLAIR dresses are made from GOTS-certified organic cotton, ensuring that they not only look good but are produced ethically.

Next season, ST. CLAIR is expanding into silks, another step forward in the brand’s dedication to working with natural and ethically sourced fabrics. As Blaire puts it, "Sustainability in fashion doesn’t mean compromising on style."

Craftsmanship and Transparency

For ST. CLAIR, ethical practices and transparency are non-negotiable. The brand works with a single family-run production house, where every element of the garment is carefully sourced and produced. From fabric certification to close partnerships with manufacturers, ST. CLAIR ensures that every step in the production process is transparent and ethical.

The brand also takes a thoughtful approach to waste reduction, producing only what is needed and turning fabric offcuts into charming nighties for little girls through a partnership with RISE, a women's initiative in Delhi. "It's important that we use every resource thoughtfully," she adds.

The Future of Fashion

As ST. CLAIR continues to grow, the brand remains committed to a slower, more thoughtful approach to fashion. "We all want to buy clothes with longevity—beautifully made garments that stand the test of time," she says. This commitment is reflected in every stitch and fabric choice, as ST. CLAIR creates pieces designed to hold a lasting place in the wardrobe. Regarding the future of British fashion Blaire muses ‘I hope a turn away from fast and disposable fashion and more of a mass move across all price points for clothes that are thoughtfully designed and fairly made’.