'Joy was a big word for me when I was designing this collection.'
, began designing looks for the brand’s Fall 2020 offering, she didn’t know what kind of world we’d be living in today. But Smith–who was dealing with the burnout experienced by many entrepreneurs–was nevertheless in the right mind frame for conceiving of pieces that would hit the spot in our closets right now.
“Running a small business is a marathon and a sprint,” she says. “The year was winding down, and I had a cold. I literally designed this collection in bed.” The designs were “coming from an emotional place,” Smith says, and she was aiming to craft items that “what [would] make me feel whole.” That meaning, she wanted a wardrobe that suited her WFH lifestyle–one that includes days spent totally indoors, or that factor in a bit of socializing and “endless errand running.
An ‘80s mood is also highlighted elsewhere in the collection, like the robe-style jacket modelled after a blazer. Smith says the inspiration for it was “Melanie Griffith in the movie, when she’s on her way to work and is wearing her sneakers but has her heels in her bag.
Smith has also translated this uplifting appeal into Soft Focus’s holiday pieces , which riff off the vibe of style icons like Bianca Jagger living it up on the dance floor of Studio 54. “[I was] playing around with the idea of fancy pyjamas that you can wear all day, anywhere,” she says. From a sultry jumpsuit to an easy-but-elegant slip, the pieces turn “every day into an occasion,” Smith notes.
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