Alice Horlick

Photo Courtesy Of Forward PR

START FROM THE BEGINNING. WHERE WERE YOU BORN AND RAISED?
I was born and raised in London but we spent every weekend in Hampshire. I've always loved variety in my surroundings and can’t stay in one place for too long, city or country.

YOUR SISTER NAMED YOU AFTER THE MAIN CHARACTER IN “ALICE IN WONDERLAND”. HOW INFLUENCED ARE YOU BY LEWIS CAROLL’S IMAGINARY WORLD AS A RESULT?
Very much so! I've had a very active imagination from a young age and I continually revisit my favourite children’s stories. I'm in awe of those authors who create entire alternative worlds.

WHY DID YOU DECIDE TO BECOME A BAG LADY?
I suppose it was less of a decision than a foregone conclusion. Once I realized fashion was how I wanted to channel my artistic side, leather came into the equation and a move to accessories was the only natural progression.

WHERE DID YOU RECEIVE YOUR TRAINING?
It all started with an eye opening Pattern Cutting short course at the London College of fashion, which led to LCF’s Portfolio building foundation degree and from there I got onto their Womenswear BA. Having started working with leather for my last project on the Portfolio building course, I then spent the first term of my BA experimenting further with the medium before leaving to start my journey with AEVHA London.

WHAT’S THE PHILOSPHY BEHIND AEVHA LONDON?
AEVHA London is about offering a refreshing modern classic alternative to the overtly branded, big name ‘It’ bag. The mixture of innately wearable, architectural shapes with standout hardware in metals and hand carved bone and hardwoods characterizes the more discreet and refined luxury of our lesser-known brand.

WHAT’S YOUR MOST FAVOURITE MATERIAL TO WORK WITH?
Leather! The range of finishes out there is endlessly inspiring and as we grow I will be experimenting more and more with the exciting technologies of Italy’s finest tanneries.

HOW DO YOU COME UP WITH IDEAS FOR YOUR COLLECTIONS?
My ideas come through a mixture of striking colours, inspiring materials and my innate aesthetic and love of sculptural structure. I'm thrilled with our new rosewood accessories featuring in this new Autumn Winter 2014-15 collection showing at London Fashion Week this month.

WHICH TRENDS FROM WHAT DECADE OR ERA WOULD YOU LIKE TO SEE RETURN? 
Fashion is an endless cycle, and as such I tend to see at least one past trend I'm delighted to work with every season! I think my favourite era in fashion would have to be the 1930s-40s.

YOUR BIGGEST FASHION PET PEEVE IS?
The lack of integrity of some of the self-made fashionistas out there. I have a moral issue with being approached and asked to pay for fashion forward individuals to feature/wear my product!

WHAT ARE SOME OF YOUR BEAUTY TIPS AND SECRETS AND SHOULD ONE MATCH ACCESSORIES TO THE SHADE OF ONE’S LIPSTICK?
Good skincare and a dash of eyeliner and lip colour. I go pretty au natural so wouldn’t be one to suggest matching your navy or burnt orange AEVHA London to your lipstick. The coral in our current colour palette could work out for you next season though!