Otho London Spring/Summer 2016 shot by Nina Manandhar
Founded in 2014 by Valerie Hui, womenswear label Otho London has an honest, straightforward design with no ‘fuss or frills’. Classic, essential clothing with a workwear twist for the modern day woman.
Valerie Hui designed for several labels before working for a high street supplier, where she learned about the industry and the design process prior to finding her true ‘vein’ and focusing entirely on her current project.
With an eye on social media and another in photography Hui takes most of her inspiration from past and present youth cultures - “Kids then and now give out a very carefree attitude in their way of life and the way they dress, and it’s this attitude that I am to reflect wishing the brand.” [via]
Many of the details on Otho London’s collections have a functional aspect interpreted by Hui in a contemporary and classic context transcending trends with playfulness. Otho London is created from their Hackney studio, where Hui began to design basic shapes which define the label for the potential client. Otho London embodies a laid-back state of mind, with loose fitting shapes and an emphasis on denim use.