The 'Net-a-Porter of sustainable fashion'

She launched the brand from her parents’ dining room; now, the 29-year-old plans for it to become the next trailblazing e-commerce platform. The goal? To make pre-loved capsule shopping as luxurious as buying new.

EH: How do you ensure The Modern Style adapts to the current and changing economic climate?

OR: We launched during the first lockdown with a collection I photographed using a self-timer in my parents’ dining room, so I think that adaptability will remain in everything we do as a brand in the future.

EH: Describe The Modern Style’s target customer…

OR: Women who appreciate timeless design, who want to make more sustainable choices without compromising on style. I believe that timeless style transcends age, so every piece we sell will look equally incredible across generations of women. We have customers in their twenties and in their seventies.

EH: What sparked your interest in fashion and sustainability?

OR: I have been interested in fashion from a really young age. When I started reading Vogue as a teenager, it opened up this whole world of creativity that I just knew I had to be a part of. When I started my career as a graphic designer, I got to see the inner workings of a fashion brand and began to notice the amount of waste being created. [This involved] seeing whole rooms full of samples and the sheer amount of clothing produced. I started to question if all this production was really necessary and what impact it was having on the environment.

EH: Tell us how it all began…

OR: I came up with the idea when I was in a secondhand designer clothing store in Marylebone. It was full of incredible designer pieces, but the presentation of the store looked like a jumble sale. The clothes were all shoved together on rails and you really had to route though to find something. I thought to myself, ‘If this store looked like a boutique, with carefully curated pieces that were relevant to a modern wardrobe, it would encourage more people to shop second hand’. I couldn’t stop thinking about it, so I went home and started brainstorming. My plan was to write a proposal and pitch it to the owner, offering my services as a consultant. After writing the proposal, I realised how passionate I was about it and just decided, in that moment, to take a leap and create it for myself.

EH: How do you ensure The Modern Style has a consistent flow of stock?

OR: We’re still working towards this goal. It’s a delicate balance between keeping the website stocked up, to give more people the opportunity to purchase, and ensuring each piece meets our high-quality standards. Each piece we sell is carefully considered for its quality, longevity and timeless design. It’s our aim to become the Net-a-Porter of sustainable fashion, with a fully stocked website featuring pieces in a variety of shapes and sizes.

EH: How do you go about sourcing and choosing what pieces to stock?

OR: We have a very clear idea of our aesthetic, and we evolve it with each collection. It’s timeless, minimal wardrobe staples in a neutral colour palette that transcend the seasons. We’re inspired by women with timeless yet effortlessly modern style, as well as designers who share our love of minimal design. We focus on classic wardrobe staples that can be styled many different ways, because the more wear we can get out of a garment, the less impact it has on the environment.

EH: What collection are you currently working on and how do you decide what goes into each one?

OR: We’re currently working on updating the website regularly with new arrivals. We try to cover a range of styles and sizes within each new drop.

EH: Is there anything you would go back and change?

OR: I’ve pretty much learned everything along the way, and I wouldn’t do anything differently. Every challenge I’ve experienced, from our first ever order getting lost in the post, to accidentally burning a hole in a Burberry leather top, has, upon reflection, been an opportunity to learn and grow.

EH: You currently self-fund your business, how do you manage that? Have you thought about finding investors?

OR: I put my savings into The Modern Style and I’m currently reinvesting everything we make in order to grow. I still work as a freelance designer and art director, which allows me to grow The Modern Style organically. This is while having the freedom to take time off to do pop-up events and photoshoots when I need to. We haven’t raised funding from investors yet, but it’s definitely in our plans for the future. It’s important for us to find the right investors that align with our values.

EH: How has your previous experience shaped your entrepreneurial mindset?

OR: I have always been drawn to a more entrepreneurial way of life and have worked freelance for most of my career. Creating The Modern Style felt like a natural progression, but my freelance design career definitely helped prepare me for it.

EH: How do you see the company evolving in the future?

OR: I want to make the experience of shopping secondhand designer clothing equally as luxurious and exciting as buying something new.

EH: You have a lot going on, how do you balance start-up life with your other commitments?

OR: I work on The Modern Style at evenings and weekends, so finding a balance and carving out time off is super important. I keep one day a week completely free, where I don’t do anything work related – I don’t even set an alarm. It’s my plan to eventually transition into working full-time for The Modern Style, but I’m happy to balance it alongside my freelance commitments for now, as I enjoy it so much – most of the time it doesn’t even feel like work.

EH: Do you have a studio or office space?

OR: I currently work from home. Before the third lockdown we opened a showroom at Zero-Living, Mayfair, which we’ll be opening again with a new collection, exclusive to the store, as soon as restrictions are lifted. We’ll be offering personal shopping appointments from the space, as well as workshops and events.

EH: What do you think of London?

OR: I love living and working in London; as a city it inspires me endlessly. I love the culture, diversity and creativity.

EH: Tell us about your own wardrobe – any favourite pieces?

OR: While sourcing [pieces for The Modern Style], if I see something that would work in my own wardrobe, or a piece by one of my favourite designers, I’ll sometimes keep it for myself. My favourite timeless pieces are my Joseph ‘Laurent’ blazer in black, which I wear every week without fail and my oversized pinstripe suit by Max Mara – which I often wear as separates. My classic Burberry raincoat in black with check lining is such a classic as well.

EH: What’s your most favourite thing ever sold by The Modern Style?

OR: A classic white Phoebe Philo-era Celine shirt from our last collection. We have an iconic SS14 Celine top coming in the next drop which could be a close second.