You Must Create!

Alexa Chung’s current favourite label YMC‘s Autumn/Winter ’09 collection is selling out at Fifi Wilson and it’s not even September! The label was founded in the mid 90′s by Fraser Moss and Jimmy Collins. YMC stands for You Must Create your own design style. This was the ethos of an American industrial design pioneer that inspired the duo to go on to create their own label.  There is a definite 1950′s utilitarian feel to their clothes, but complimenting the simplicity is lovely attention to detail. With a great functional look rather than trend led there’s a lot of room to wear the clothes with individuality. At Fifi Wilson we are great believers in wearing clothes that express and develop your own personal style rather than doing a head to toe designer look. Besides, having far more fun putting clothes together your own unique way, you may surprise and inspire.  You must create!

View the YMC Collection online at fifiwilson.com