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Interview: Neurotica
I first heard of Neurotica when setting down to watch an Episode of Dragon’s Den, I quickly sped off and signed myself on to a computer to Google the brand.
The whimsically of the draping tees printed with demure drawings had an allure graphical feel was very addictive. The prints were super bold, but still very wearable and had flicks of vintage inspired textures in many different forms from delicate tops to dresses in soft jersey.
Neurotica was founded by Victoria McGrane in 2006 and since then, the brand has became a success. The label has clicked off a sold-out collaboration with Topshop and a client list with names such as Daisy Lowe and Alexa Chung. No wonder Neurotica is stocked all around the world from the Pixie Market in New York to The Collector Store in Sydney.
Victoria kindly answered a couple of questions and here they are…
Describe the woman who wears Neurotica?
A nostalgic daydreamer, who wants to feel comfortable and unique and likes sweet things with a dark edge. Our muse, the enigmatic “Balloon Girl” is as close as I can get to accurately describing the neurotica woman to you..
What inspires you when designing a piece ?
My main inspiration always starts with the prints and colours and moods. I am mainly inspired by nature, films, books, and music and by capturing a mood and then free associating it within a theme. I try and translate the prints onto classic, wearable garments and I always try and think about what I really want to wear when designing the actual garments.
What is your best-seller ?
It’s always simple draped jersey tunics with oversized illustrative continuous prints.
Which Celebrity would you like see your pieces on ?
Clémence Poésy
What is your highest moment of your career ?
I would hope that is still to come..
What is your lowest moment of your career ?
Sometimes, it can be a really lonely job, and you can feel very unsure that what you are doing is good enough.. there has been alot of soul searching but its hard to name a specific low moment.
Name three things you hate ?
Stress, deadlines and admin.
Name three things you like ?
Coffee, Road trips, dreaming.
What was it like designing a collection for Topshop ?
It was challenging and interesting to work under the constraints of a huge company, and made me appreciate how lovely it is to design on a small scale for a niche market.
What is the plan for the future ?
To keep dreaming and drawing and designing and nurturing my lovely little label and learning from all the challenges so far. I would love to translate my prints onto homeware at some point too.
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Visit the Neurotica Website
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Pictures: Neurotica S/S 11
