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Sister act: LFW design duo Felder Felder talk fashion and family
They only graduated from the prestigious Central Saint Martins in 2007.
But identical twins Annette and Daniela Felder have since enjoyed huge success after founding their eponymous fashion label Felder Felder.
With a celebrity following that includes Gwyneth Paltrow, Florence Welsh and Rihanna, the brand, which shows at London Fashion Week and is known for its hard-edged, seductive designs, is going from strength to strength.
The talented ladies took a moment out of their manic schedules to chat to HELLO! Online, revealing how being twins affects their working relationship and why London is cooler than the rest.
How did your design careers begin?
We jumped in right at the deep-end and started our label while we were still at Central Saint Martins. We showed a very small collection to our friends from the industry, and that’s where it began.
Was having your own label always a dream?
As twins we’ve always been close and so we knew we wanted to build something together. Music has always been a huge passion for us, but as we grew older… well, let’s just say we realised that perhaps our talents lay elsewhere! I guess things started to fall into place once we started studying in London; that’s when we knew that we’d start our own brand.
When it happened, did it change your relationship in any way?
We learnt to deal with each other not only as twins and family but also to make rational decisions without too many emotions involved. It’s not easy, given that we are so close, but it’s an important thing to establish early on if you’re going to be working together.
How do you think being twins affects your work?
Being very honest and completely trusting each other helps when you have to worry about enough other things. We also tend to balance each other out a lot, which is reflective in our designs. If one of us makes something really girly, for example, the other will normally toughen it up. That’s where our focus on duality comes from.
Which kind of woman do you have in mind when designing?
A strong confident woman, who isn’t scared of showing different aspects of her personality. She can be very feminine and elegant but at other times she can be a bit wild too and isn’t afraid of that.
That’s one of the reasons we’re working with Baileys; our work is all about showing every side of a woman – reflecting the contrasting sides of her personality – and making her feel great whatever.
How was your show at LFW?
It was an amazing experience! We had Kate Nash singing the soundtrack of the show live, which was such an honour for us. As I say, we’ve always loved and been inspired by music so it’s fantastic that we’re able to bring it into elements of our work now.
Another highlight was having the wonderful Charlotte Free modelling in the show. It’s great when you can dress names that you love.
How do you think LFW is starting to compare to the other fashion weeks?
It is more vibrant and has a much younger feel than the other fashion cities, which is nice. Though German born, we consider ourselves Londoners now, so it’s nice to be able to exhibit in your home city.
Which fashion week do you enjoy the most?
As we say, we love London – especially as our catwalk show was a huge personal highlight! Outside of London, Paris is always really enjoyable as we get a chance to meet the familiar faces we haven’t seen for the rest of the season. That’s always a lot of fun.
Do you enjoy putting on your shows or is it too stressful to enjoy?
You know what? This season was the first time we did not get too stressed and actually were really enjoying it throughout. I’d love to say it’s because we’re getting more professional, but it’s really a testament to the team; we work with some great people which makes a big difference.
Baileys recently announced its new partnership with Annette and Daniela, who will work as style ambassadors to the popular drink.