“I can’t remember a time when I didn’t love fashion.
As a little girl, I spent every free moment creating outfits on my grandmother’s sewing machine and imagining the day I’d see them on the catwalks in Paris. I always knew I would one day become a designer, and after 20 years of working for global fashion brands, those childhood dreams came true with the creation of my brand, Angel’s Face.
I started from my kitchen table, as a busy working mum of three young children, two of whom have now grown up and joined the Angel’s Face team. My aim, at first, was to produce just one product exceptionally well: an iconic tutu beautifully packaged in a vintage-inspired hat box. We quickly outsold all the competition in the market, and more than 400,000 of our tutus have already been sold all over the world.
As Angel’s Face evolved from those small beginnings into an international brand sold in 400+ boutiques in 40 countries, we expanded our range to include tops, t shirts, leggings, dresses, hair accessories, shoes, knitwear, denim and coats. I’ve always aspired to a simple ideal of creating timeless, beautiful clothes that girls will love wearing. Choosing the perfect fabric is essential – I want my designs to look gloriously opulent, luxurious and decadent but also feel deliciously soft, tactile and easy to wear.
Being a designer is not something you do, it’s something you are. I’m constantly inspired by things I see around me in the world - colour, form, texture – and by the past, present and future. I wake up every day with ideas bursting for expression, so I still design every single piece in every collection. I love adding the special touches that I would have adored as a child: a satin trim, a super-soft lace sleeve, a sparkly collar, a gold charm.
An Angel’s Face girl is bold, individual and independent, she knows what she wants to wear and how she wants to wear it. She’ll choose her favourite pieces from my collections and wear them her way, mashing up styles, colours and fabrics to create her own unique look that sets her apart from the crowd as she makes magical memories and dreams of her own bright future.”
Angel’s Face creator, designer and MD, Keely Deininger