Michelle Haswell aka Queen Michelle is one half of blogging duo Kingdom of Style. The blog, which started over five years ago, has grown to incredible heights, defining itself as one of the pioneering fashion blogs. Not being tempted in by the fashion industry allowed the girls to create an avenue, which hosts their opinions, discusses their latest (and usually very exciting) fashion finds and enables them to stay true to their signature style. The blog is utterly fantastic from beginning to end. And we’re predicting Michelle’s presence on the 1HUNDRED judging panel will be just as fantastic.
Queen Michelle in a Jean Pierre Braganza for the Scottish Fashion Awards 2009
When starting Kingdom of Style, did you have many ideas about what the blog’s direction would be?
When we started way back in 2006, we felt there weren’t any blogs around that were catering for people like us – older but not ready for slacks and jumpers. There were a few personal style blogs like Style Bytes, which had already been around for a while, and Style Bubble who started a couple of months before us, but there wasn’t anything that catered to our tastes. That, combined with the fact Marie needed a project to get her mind off a break up, provided the impetus to start our own blog.
Definitely the best break up project to date. Do you think the direction of Kingdom of Style has altered during the last five years however?
It really hasn’t. It’s still about the things we like. We were never tempted into the industry so the blog hasn’t become yet another blogger-come-fashion insider’s diary of endless press days and launches, which can get somewhat tiresome.
We totally agree. We do however like that you both have such a distinctive voice and style but how do you ensure it stays unique with the vast number of blogs cropping up?
In truth, we don’t have time to really look at other people’s blogs so we’re pretty oblivious to what others are doing. We just keep doing our thing, which is easy when you have no agenda.
You talk a lot of about ‘under the radar’ labels and designers on the site but what is it you look out for when discovering new talent?
I like to see purity of ideas. It’s sometimes nice when a new designer has considered the commercial side to their work, but seeing unrestrained ideas and passion gets my attention.
I tend to look for interesting shapes and textures and really good finishing. Bad finishing is the worst.
We second that! You blogged about ‘the annoyance of new designers not putting enough info on their websites,’ what advice would you give to designers when trying to get their message out there?
Blogs can be one of the most effective ways, if not the most effective ways for new designers to reach a worldwide audience. Many of the usual avenues simply aren’t open to new designers, such as advertising in printed publications, due to cost. So reaching out to blogs is the way forward, but you only get out what you put in, so providing as much information as possible is essential as are a good selection of images. No one knows who you are, so make it easy for people to find out.
That’s great advice for our designers who are looking for ways to get their name known. But what if they want to sell their products; do you think there is a lack of outlets for new designers?
It’s getting better but it still has a bit to go. Shops like LOOKK are really pushing things forward in this area and are a great outlet for new designers and labels. I still feel there needs to be more financial support. I also think cities outside of London are still not supporting their local talent enough or in the right way.
So what designers are on your radar at the moment?
I adore the work of Kirsty Ward, Iris Van Herpen, Jean Pierre Braganza but also larger designers like Proenza Schouler.
And finally, what will you be looking out for when judging on the LOOKK.com panel?
Innovation, clarity of ideas and style, passion, and originality.
We personally can’t wait to hear Michelle’s views when she’s sitting on the LOOKK judging panel. And if you definitely can’t wait then go to Queen Michelle and Queen Marie’s blog now to get your royal fashion fix.
Tags: 1Hundred Competition, Kingdom of Style, Michelle Haswell, Queen Michelle
