Penelope Chilvers, the British designer behind one of Princess Kate's go-to labels, has explained why her quality and timeless design have built a loyal royal following.
Royals champion the brand
The Princess of Wales has been photographed wearing Penelope Chilvers' iconic Long Tassel Boots for more than two decades. The Duchess of Edinburgh has also championed the label for several years, wearing espadrille wedges, boots, skirts and tops this season. Harriet Phillips has also become a fan.
Slow fashion philosophy
Speaking exclusively to the Daily Express, Penelope Chilvers said: “I think it’s very much about slow fashion. People come back to us for their favourites because they know they’re likely to find them again and again. We want our products to have longevity and to become pieces that people wear for years rather than just a single season.”
She added: “We’re not just a shoe store, we’re a lifestyle brand. We know our customers incredibly well because we speak to them every day and listen to what they want. That’s why we continue making so many of our bestselling styles. If our customers love something, we want them to be able to come back and buy it again years later.”
Quality and craftsmanship
The designer emphasised: “We take our materials very seriously and work as close to home as possible with our artisans in Spain and our family-run factories. We don’t cut corners because quality has always been one of the brand's foundations. We want every product to feel like an investment rather than something that’s simply following a trend.”
