Heritage, by design

For 45 years, Helen Moore has been designing and making pieces to last. This brand has come through recessions, a pandemic and Brexit, not to mention every passing fashion trend.

You don't last that long by accident. You last by design.

A design lineage

Heritage, to me, means lineage: a thread that joins everything together.

My mum and dad both trained at Goldsmiths. Mum went on to teach at the London College of Fashion, and I also studied design at Goldsmiths. Mum came of age in the 50s and 60s, and she brought the glamour, structure and freedom of that era into everything she designed. Dad's artwork still lives on in our silk scarves.

So design isn't something we bolt on. It's how we were raised to look at the world.

The 50-year question

Every design I work on must answer one question: could we still be making this in 5, 10, even 50 years?

Some of our pieces already have the answer.

The Tippet. A slim scarf worn crossed over at the neck, with a pull-through elastic loop instead of a knot or pin. It sits flat, stays put and looks neat all day. That's the kind of detail you don't notice until you've worn a scarf that won't behave.

The Huff Headband. A muff for the head, this simple but stunning design will keep you looking and feeling great during the winter. Designed for skiing, dog walks and outdoor life

The Stole. Pure glamour, this large stole is designed to be worn to the big events in your life, weddings, parties and the theatre.

These pieces have outlived trends and collections. Yes, we sometimes make design-led fashion pieces that play into that year's style. But more often than not they stay in the collection, because they always carry something of our heritage style.

What makes good design (to me)

It lasts. Beyond the next collection, the next year, even the next generation.

The function is hidden in the detail. A loop, a lining, a closure: small decisions that make a piece a pleasure to wear.

The fabric comes first. We choose the finest faux furs, ones that hold their pile and need little more than a shake or a sponge clean. We use recycled materials where we can, keeping materials in circulation for as long as possible.

It works with what you already own. A good piece shouldn't need a whole new outfit.

It's made properly. Which brings me to…

How we make

We still make things the way we did when we started:

Cut by hand. Every piece of fur is cut with scissors, not large cutting machines.

One maker, one product. Each piece is sewn from start to finish by one of our skilled machinists. It's not a production line.

Made where it began. Over 80% of our faux fur collection is made in our own factory in Witheridge, Devon, the village where I grew up and where it all started.

Made to demand. No overproduction, and our fabric scraps are sold rather than thrown away.

What comes next

We're currently designing AW27, and for the first time I'll be showing it for the first time next month.

For this next collection, I'm drawing on my own heritage: not just my mother, but my Scandinavian and Irish roots. Expect classic cuts and heritage tones with modern details, designed to pair with your style and stay with you for years.

I've been around a while now, and I'm excited about this new chapter because I know our designs are good and our values remain what they've always been.

When you choose to buy better, look for depth in a brand. That's what heritage is.

Big love,