Chatting With FASHIONZ
Posted on June 09 2021
Style File: Jo Lloyd from Modern Love Cashmere
Jo Lloyd is the founder of Modern Love Cashmere which she launched in late 2020. A passion for great design and luxurious cashmere saw Jo create her stylish brand, with the aim to make collecting beautiful cashmere pieces as effortless and easy as possible through it’s online boutique. Each piece is carefully designed in New Zealand and manufactured offshore to the highest ethical standards. Modern Love Cashmere’s A/W ’21 collection has been designed and made in 100% pure cashmere, not mixed with other yarns which would dilute the amazing properties of cashmere i.e. soft, light, warm, breathable and stylish. The designs are modern yet timeless offering key pieces that you will love wearing for many seasons to come.
We caught up with Jo to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about latest collection?
Our A/W ’21 Boutique collection, which launched in March, is for the modern woman who is confident, chic, values quality over quantity and loves to be stylish and comfortable 24/7. More than just a collection of cashmere, it is a collection of objects of desire.
There is nothing like the look and feel of cashmere.
With some classic styles and Limited Edition designer pieces, this collection is everyday luxury personified. With a colour palette of sophisticated neutrals and beautiful hues of pink, blue, red and darker shades, there is something to suit everyone.
The range has been designed with a mix and match approach across many styles and layers and to suit our climate year round.
What made you become a designer?
I’m still not quite sure I deserve that title. I have always had a keen eye and interest in style, I used to spend all my pocket money as a kid buying Elle and Vogue magazines, and fashion.
I have always loved cashmere and invested in quality pieces since I could afford to. Like many others, who can’t wear wool or other yarns next to their skin, as it itches, I loved that this was so beautiful and wearable 24/7. When I came back from years overseas, I realised I wasn’t seeing a level of design detail or choice that I had grown to expect overseas, at a realistic price-point.
I started doing my research and R&D and realised there was a definite gap, confirmed by some focus groups. With my design concepts I work with talented experts to refine our final designs and detailed technical patterns, which are then made by a team with incredible workmanship.
What inspires you?
Often it is seeing beautiful creative souls doing what they do best be it music, art or design and people doing their best with passion in their everyday lives. Being active outdoors is often when inspiration strikes.
Describe your personal style and how it influences your designs?
Quality, comfort, beautiful fabrics and colours. Classic with an edge – think great jeans or tailored pants with a cashmere sweater, silk scarf, blazer or leather jacket and fabulous boots (Rag and Bone for casual or Celine/Gucci for a dressier look).
What is your all-time favourite purchase?
First Gucci boots in New York, all about the experience, I made them last decades! Probably a tie with beautiful coats purchased in Paris ‘flea’ markets. Everyday I’m grateful for the Rocket coffee machine.
What wardrobe item should everyone invest in?
Obviously cashmere sweaters and cardigans – and then a fabulous blazer that fits perfectly and a go-everywhere handbag and sunglasses that you love. Quality over quantity.
Do you have a style rule you always obey?
Always evolving which I think it should for everyone. Buy what you love, not what is in ‘fashion’, as then you will always love it. I have things in my wardrobe from 25 years ago! And comfort now – if it itches, rubs or is too tight – it’s gone.
What has been the highlight of your career so far?
Launching Modern Love Cashmere. I had a successful career here and overseas in Marketing which has been invaluable for launching this business. I have been hands-on directing every aspect of the business from brand, design, website, photo-shoots, advertising and a multitude of other details. Having a clear brand vision has made seeing it come to life very satisfying. And as a result, seeing customers response to the collection has been fabulous.
What can’t you live without?
Diorshow mascara?! Really though its simple – love. Be it people, pets, life.
Finish this sentence – You would never catch me wearing…
Never say never… Once it would have been Birkenstocks, but now I adore my shearling Birks. But at this point in time – Timbaland Boots. Just no.