Complacency can brew when life is too easy. I have enjoyed rising to the challenge of creating in this environment.
POPSUGAR: What has it been like adapting to the "new norm" in the fashion space? And how has this season pushed innovation?
Heidi Middleton: We feel grateful that we have structured the ArtClub business model the way we have, as it has meant that we have been able to navigate through the recent times and move with them, rather than be disabled by them. When establishing ArtClub two years ago, we made a conscious decision to relinquish seasons, large collections, overseas production, paid PR and marketing, and many other elements that we felt were not relevant to our new way of commerce.
PS: What's been the most challenging and the most exciting thing about designing right now?
HM: I love that that there are so many progressive, hybrid businesses that are being born as a reaction to the times we are living in. We have an obligation to shift the way we exist on the planet, and I feel so inspired to be a part of this moment in time.
PS: How have you been staying inspired?
HM: I like that adverse times can often inspire heightened creativity. We can become more resource[ful] and creative when we are faced with certain challenges. Complacency can brew when life is too easy. I have enjoyed rising to the challenge of creating in this environment.
PS: Do trends factor into your design process?
HM: I like to be aware of trends, so that I can veer away from them. I prefer to focus on an original modern aesthetic that honors a time gone by.
PS: With all the changes in the industry right now, what are you most excited about looking at the future of fashion?
HM: The adaptations that will ultimately benefit people and the planet.
PS: What does it mean to have style right now?
HM: Originality is being celebrated more than ever, I feel. To have style is as much about a way of being as it is about what you are wearing. To me, good style needs to embody humility and a genuine respect and concern for the world we are living in.
