Behind the brand: Air & Grace X Dress Like a Mum
Air & Grace make ‘beautiful shoes for busy feet, shoes made for running around, not taxi-ing around town’. We caught up with founder, Claire Burrows ahead of the launch of Air & Grace’s upcoming collaboration with DRESS LIKE A MUM‘s Zoë de Pass.
Having first met at Stylist Live 2015 and with the collection launching at this year’s Festival of Inspiration, the pair tell us a little more about how Air & Grace X DRESS LIKE A MUM came to be.
Could you tell us how Air and Grace started out?
CLAIRE: I literally had a wardrobe full of shoes that I never wore. They would look amazing, but be so uncomfortable to wear and they’d make me miserable. It seemed crazy to me that style and comfort couldn’t co-exist. I’ve designed footwear ranges for big brands such as Kurt Geiger & Fitflop for over 20 years, so I decided to do something about it.
I used my experience to create a patented comfort technology that’s hidden inside Air & Grace shoes to make them feel amazing. It was a huge leap of faith to give up my job and start a business, but it’s been the most exciting experience.
What were your inspirations behind this collection?
ZOE: We wanted the collection to reflect the DRESS LIKE A MUM brand and everything it stands for while still being true to Air & Grace. To be fun, colourful, bold and unafraid.
CLAIRE: Zoe has been a fan of our iconic Copeland sneakers from the moment they were launched. I loved the idea of Zoe creating her ‘shoes of dreams’ and invited her to give Copeland a DRESS LIKE A MUM makeover. It’s the first style from our capsule collection which will also include espadrilles for Spring.
Which is your favourite item from the collection?
ZOE: The colourful leopard print Copeland trainer
CLAIRE: For me it’s the white / fuchsia Copeland trainer. I love the fuchsia metallic highlights against the simplicity of the clean white leather. And it comes with 2 colours of laces so you can mix it up
What first drew you to Stylist Live?
ZOE: I first came to Stylist Live a couple of years ago when I had fairly recently started @dresslikeamum. The idea of having so many interesting, individual, unique fashion, accessories and beauty brands as well as industry experts all in one place really appealed to me. It is was (and still is) such a great place to meet with brands I know as well as to discover new ones – to put faces to companies and to build relationships with people.
CLAIRE: Air & Grace has exhibited at Stylist Live since the first event, when we were also in our launch year. I immediately loved the concept, but I couldn’t have imagined what a positive impact it would have for my business. I met Zoe at the show as well as other incredible influencers and journalists, all of whom have been kind enough to raise awareness of my brand. It’s an incredibly positive, supportive experience. And to top it off I personally really enjoy the show. It’s Stylist magazine come to life – what’s not to love?
Why Air & Grace?
ZOE: Air & Grace is one of my favourite footwear brands. Claire and I met when we were both in the beginning stages of our businesses. Initially the shoes caught my eye but then I discovered the technology (and comfort) behind them and I loved them even more.
I remember the first time I wore a pair of Air & Grace and I couldn’t believe how comfortable they were – like walking on clouds. I was hooked
Shop the collection at this year’s Stylist Live or sign up to the waiting list here.
Discover even more of our boutique pop-ups you’ll be able to shop here.
Stylist Live brings everything you love about Stylist magazine to life across three days of experts, interviews, comedy, food, beauty and fashion exclusives. 10 -12 November, Olympia London. Buy tickets here.