A women’s workwear range 30 years in the making.
Meet Sharon Orquejo, the woman behind Working Style’s newest creation, W. We sat down with Sharon to talk all things brand development, inspiration and introducing an eco-friendly, no waste approach to fashion.
Asset Factory was invited along to the W launch party, held at Mercedes Benz as Working Style’s ecommerce content partner. Using our automated mannequin and flat lay machines, the Working Style team produces fast, efficient and high-quality product images seen on their website and digital channels.
Read the full interview below:
*BTS images from the W by Working Style Launch Party. Images provided by Working Style.
You are known for your leadership in menswear. What motivated you to create W by Working Style?
Our motivation for creating W is to support women who are looking for tailored garments that fit impeccably. W offers 5000 of the best quality cloths available globally, which is the same offering we have for our menswear. I found there was a gap in contemporary tailoring for women, reflecting that women are so busy in their working and professional lives. Our showroom aims to give women an experience that is all about them.
What is different about designing for women?
Designing for women is completely different to menswear. Women come in all different shapes and sizes, which is more technical when fitting in comparison to menswear. Some critical measurements are front button placements and a jacket length that is flattering for different figures. We must consider colours that suits and what works with their current wardrobe.
How do you feel women’s approach to dressing has changed in recent years?
There’s certainly been a strong shift in women’s dressing since COVID-19. Sweatpants and athleisure wear have become the norm, but after last year, women are now looking forward to attending events and eager to dress strongly for their next board meetings. This is where a beautiful, tailored blazer is very useful to have.
What drove the decision to create a made-to-order collection rather than off the rack and how does it work?
Our decision to create a made to order collection is to test the market and to be as eco-friendly as possible. This means we only create a garment to every customer that orders, no wastage.
Creating a bespoke garment takes around 6-8 weeks, and begins with a conversation with the customer to discuss individual needs along with creative consideration about what they like to wear, and why. Learn more about the process here.
Given it is made-to-order, what role does the website play in telling your story and creating interest?
We capture all images and display them on our website as if they are shoppable. Though our women’s collection is made to order, we use our website as form of catalogue for customers to enquire what we offer.
What does your planning process look like from creative concepts to events, photography and campaigns?
Our brand is about dressing for success and known heritage from our menswear. We curate the collection the same way in that our concepts for outfits and visual content are timeless.