12.08.2022

This is the little-known brand our Fashion Editor can’t stop wearing

I snapped it up with full knowledge of its material and well aware that every time I plucked it out of the wardrobe I’d feel as though I were grabbing a fistful of needles sharp-side-up, but I went ahead anyway.

Checks, a tied waist and oversized lapels will do that to a girl. Well, it will this girl.

I had my first fling with PAPER London last winter via a rather heavenly checked woollen coat, which is ironic when you acknowledge that they started out as a swimwear and resort label. It’s even more ironic if you know that I’m allergic to wool.

I went to every length to wear it as much as physically possible, pairing it with high roll-necks and long sleeves, and avoiding the temptation to fall asleep with my head against my arm on the tray-table on long journeys back home up north. And I didn’t regret my choice for a second.

Now we’re firmly in the brand’s seasonal comfort zone, I’ve ventured in a couple more times – via a green checked midi dress and white Broderie Anglaise two-piece – and can happily report that their spring/summer pieces are even more heavenly. Heck, I’m getting to the point that I’d even consider a woollen swimsuit if they made one. Their shapes, prints, fabrics and cuts are just a dream. Flattering but comfortable. Chic but timeless. Fun but appropriate.

And the even better news is that Kelly Townsend, the label’s creative director, is not only a wildly impressive designer, but also an incredibly conscious one, with their latest collection boasting an entirely sustainable line of swimwear.

“When we started the swimwear and resort range two years ago, we searched for the softest and highest perfomance weights we could find that were fully recycled,” Kelly told GLAMOUR UK.

“Technical fabrics are so fascinating right now and they can virtually do anything. Turning fishing nets into luxurious swimwear jersey – which is quick drying, and factor 50SPF – is just one of them.”

While shooting the brand’s stunning new campaign, Kelly’s awareness of these issues was only heightened.

“Having recently traveled to Mexico to shoot the SS19 campaign I really saw the impact humans have left on our beautiful shores,” she explained.

“The turquoise waters of the past have been replaced by a thick red seaweed due to the rise in sea temperature. It’s hard to fully grasp the magnitude of some of the ongoing issues or how bad they really are when we live in big cities but whilst we were there we vowed to try and change PAPER’s overall footprint to become more sustainable.

“This year’s goal is to bring the sustainability element to the RTW and become as a business, plastic free.” It’s a goal GLAMOUR UK fully backs, with sustainability one of the brand’s key focuses.

So what’s next for the label that may be relatively little-known in the mainstream but making a name for itself among fashion editors and celebrities alike?

Well, naturally, it would be great to see brand fans JLo, Margot Robbie and Kate Hudson continue to champion their collections, but Kelly and her professional partner Philippa Thackeray are also introducing a new, and very exciting, extension which will undoubtedly garner a whole new fanbase.

“We’re launching a sports collaboration in September”, she told us. “Details are hush hush but we had a lot of fun taking PAPER’s core elements – bright colour, prints and design details such as braiding – and making the ultimate sports capsule.”

Looks like I’m going to have to rediscover my fitness motivation. Any excuse for more PAPER…

Scroll down to shop GLAMOUR UK’s 10 favourite pieces from PAPER London’s SS19 collection.

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