Style ♥ Hatastic!

Above, from left: Zecchino, Amarante, Peach Patina - Sheerluxe SS13

Chloë Haywood began creating headpieces back in 2009, it started as a hobby to occupy herself during the dark nights that her husband worked away and now, nearly 4 years later, Chloë Haywood is a sought-after headwear designer and founder of successful business Hatastic!

I caught up with Chloë to hear her story and what the future holds for her fabulous fascinators ♥

Above: Zecchino - Sheerluxe SS13

Let's start with the first chapter of the Hatastic! story Chloë...
It all started with a wedding invitation (one of many to be received that year), and I was desperate to wear my beautiful, cream Biba dress. But the problem was, I couldn't find a headpiece that was suitable; they were either designed for bridal or failed to fit my head (which is on the smaller size). 

So I decided to make a small headpiece myself out of materials that I had at home. My husband loved it (which is the ultimate test), and I received some lovely comments on the day of the wedding, which I hadn't expected either. So I then set myself the challenge to make a different headpiece for all four weddings I was to attend that year, each occassion I received such positive feedback about my designs.
After my first bridal commission, I decided to take my hobby one step further and discovered Folksy, where I set up my first shop.

I also have an ASOS Marketplace Boutique! 

 Above: Amarante - Sheerluxe SS13

Tell us, why hats?

I have found it so frustrating that the glossies' 'must-have accessories' consist of jewellery, shoes and bags...but no headwear or hats.
However, since I started Hatastic! I've noticed a dramatic change of interest in my pieces. I used to do events where people would look at my pieces and not even attempt to try anything on as they advised, 'I don't do hats'. Nowadays, it's completely different - people really want to have a go and wear something a little different...hooray for that!

Above, from left: Martensite & Pentacle - Sheerluxe SS13

For women who want to start their own business - Where did you start first? Did you have help - if so, who/where from? And any tips/tricks?

 I didn't set out to have my own business initially, but having done freelance work before I knew how to present myself in certain situations. 

Where my business is concerned, I only really started to understand what Hatastic! was, when the logo was revised and a crown was added over the 'H'. It made all the difference and Hatastic! became a brand rather than just a craft project.
I've taken part in fairs and events of all types which I think is fantastic for immediate feedback - it's invaluable if you want to test out your designs, and I've also found social networking a wealth of help too.

I read everything, am hungry for information and inspired by a variety of things.

I'm always scribbling ideas down on my notepad (that's pen and paper by the way!). 

I'm continually striving for more, and I like change which I think is really important to keep a business fresh.
If you want a great read, try Design Create Sell by Alison Lewy which gives a great insight and provides guidance on how to turn your idea into a reality - I even give a few tips in there too!

Above: Pentacle - Sheerluxe SS13

 Give us an insight into your newest collection Sheerluxe SS13...

Sheerluxe SS13 is an elegant collection of decorative hats and headpieces made from vintage straw (upcycled, dyed and teased), restored vintage remnants and upcycled ribbons. The collection is simply inspired by the mystery and history of the faded, vintage fabrics and jewels found on my travels. Even the names of the pieces are names after sequins and semi precious stones. But the shoot leant towards a certain history…

Since the success of my 60's-inspired Candy Collection SS12, I wanted to make this collection richer (compared to previous collections), but still have a lovely, light airy-hot, summery appeal. I had real fun selecting the original, vintage, pastel coloured 70's chiffon looks for the shoot to complement each individual piece.

As with all my collections, I reuse discarded materials (I am a member 500 of the Ethical Fashion Forum) and rejuvenate them into a piece that can be worn and hopefully treasured. I always strive to create timeless designs so that they can be both elegant and adaptable for vintage and more modern styling.

These unique one off designs will be stocked in Fenwick, Bond Street from the end of May 2013 in preparation for Royal Ascot, but if you can’t wait, you can contact me directly for a private fitting.

Above, from left: Opalescent & Tordre - Sheerluxe SS13

What does the future have in store for Hatastic! Chloë?

Last year was incredibly busy with two Fashion Weeks (Milan and London), and two catwalk shows; Fashion Rox, Birmingham (in association with Harvey Nichols) and Alternative Fashion Week, Spitalfields London. 

I was working on my new website, photoshoots galore and lots of workshops...I didn't realise I was so exhausted until I went on holiday in October.
So this year I'm going to lay low and concentrate more on my designs, bespoke orders and workshops. I have irons in the fire but I'm keeping schtum for now...it may mean a new string to Hatastic!'s bow!

Above: Oxidise - Sheerluxe SS13

And the finish Chloë, who would you love to see wear your designs?

I'd love Helena Bonham Carter to adorn a Hatastic! creation matched with a Westwood work of art.  

That would be absolutely amazing... 

Above: Rubicund - Sheerluxe SS13

Hatastic!
Visit: www.hatastic.co.uk
Tweet: @Hatastic 
Follow: www.facebook.com/Hatastic

Above: Aurum - Sheerluxe SS13

Shoot Credits - Sheerluxe SS13
 Photography: Hanna Kristina
Hair: Emma Gisby
Make Up: Lauren Reynolds 
Models: Catrin Wigley, Dolly Diamond & Rebecca Naylor

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