The fashion editor turned founder of luxe accessories brand Neous on artistic influences and why minimalism is misunderstood
When did you have the idea for Neous and what was the journey from fashion editor to running a fashion brand?
The idea for Neous developed over time rather than from a single moment. Working as an editor gave me an in-depth perspective on product, and it made me increasingly aware of the importance of pieces that truly integrate into everyday life. I became obsessed with creating an aesthetic which was understated yet distinctive, sculptural forms with function.
The transition itself was gradual. Moving from observing to building gives you a different understanding of what it takes to bring a product to life, from design through to production and the commercial reality behind it. It shifts your perspective quite significantly.
Vena sandal, £585
How does your art history background influence your designs?
Art history taught me how to look properly, which sounds simple but is not. It trained me to understand proportion, weight and restraint, and also to recognise when something is resolved and when it is not. What I took from it most is the idea that reduction is not about removing for the sake of it, but about refining until something feels inevitable. That is something we apply constantly. I am particularly drawn to architecture and industrial design, where form is driven by logic but still carries emotion. That balance is something I am always trying to achieve within our products.
What’s the most important thing you’ve learned in your career to date?
That taste is not enough. In the early stages, it is easy to believe that if something looks right, it will work. In reality, consistency, discipline and decision making under pressure are what sustain a business. Clarity has become the most important thing for me, being clear on what we stand for, what we do not do, and where we are willing to compromise. Without that, it becomes very easy to dilute a brand, particularly as you grow.
As an Australian now living in London, how does your cultural background influence your work and what do you like about the city?
Australia gave me a very pragmatic approach to design. There is a natural emphasis on ease and wearability – things have to function in real life. That has stayed with me. London, in contrast, is far more layered. It is intellectually demanding and culturally dense, and it does not let you stay comfortable for long. That tension is important.
I think Neous sits between those two influences: it has to work, but it also has to hold its own in a more considered, critical environment.
Aries East West shoulder bag, £735
Do you mind the “minimalism” label? What does it mean to you?
I have a love-hate relationship with it. I do think it is often misunderstood. Minimalism is sometimes interpreted as simplicity, when in reality it requires a high level of precision. When you remove excess, every decision becomes more visible. Proportion, material, construction, everything is exposed. For me, it is less about aesthetic and more about discipline. It is a way of working rather than a style.
Do you have any personal style icons?
Not in a conventional sense. I am less interested in how someone looks and more in how they carry themselves. There is a difference between style that is constructed and style that is instinctive. The latter tends to be quieter, but much more enduring. That is what I respond to. For me style is confidence.
How would you define your personal style? What is your go-to look?
It is quite instinctive, but grounded in a need for clarity. I do not like anything that feels unnecessary or overly considered. I tend to build around strong, simple pieces, tailoring, knitwear, and then introduce something that shifts the balance slightly, often through footwear or a bag. I strive for effortlessness.
Scorpius crossbody bag, £750
Can you share your highlights from the Neous 2026 collection, inspired by Italian architect and designer Vico Magistretti?
What interested me about Magistretti was his ability to create objects that were structured yet fluid. There is a clarity in his work, but also a softness. This is most evident in the Pherg heels with the curved heel and fluid straps of the upper.
For this collection, we focused heavily on proportion and construction. Some pieces appear simple, but are quite complex in how they are engineered to hold shape while remaining flexible, such as the Scorpius Crossbody handbag. There is also an ongoing exploration of versatility, not in an overt way, but in how a piece adapts to different contexts without needing to be rethought. That, for me, is where good design becomes useful.
What are your ambitions for the brand in the near future?
To build something that is disciplined, resilient and brings joy. To continue to build connections beyond product, through common emotion and experience. The focus is on constantly strengthening the product, being more precise in how and where we distribute, and building a more direct relationship with the customer.
Long term, the ambition is to create a brand that people trust and return to, not because it is constantly new, but because it consistently delivers on an emotional level.
