CREATIVITY

Storytelling is universal. From the dawn of time, we've told each other stories to inspire, entertain and inform. When we started Saint and Sofia, we wanted to offer fair, sustainable fashion that balanced the science of production with the art of storytelling, celebrating creativity and nurturing young, British talent.

At Saint and Sofia, we create current, versatile styles with a twist, and every collection is inspired by the arts, music, and popular culture. This begins with our design team. Each season, the team chooses colours, textures, and shapes that tell a story. Our creative team, led by Michael Higham, then explores that story further, reimagining and reinventing it through photography and moving images. We feel privileged to be able to do what we love.

Our campaigns are a reaction to the cultural events and moments happening around us; we believe we have a responsibility to be a reflection of the time. This means some of our campaigns deliver a political or social message: our 'Into the Night' campaign highlighted the dangers of misinformation, while our 'All Dressed Up' campaign was inspired by the mix of hope, anxiety and despair felt by many Londoners during the 'Great Pandemic' of 2020 — particularly those in the performing arts.

First and foremost, we are creatives. We've tried to create an environment in which expression and creativity can thrive — infusing our collections and storytelling with art, music, and culture that's distinctly London.