Beauty & Craftsmanship

William Morris, Seaweed in Ink, Archive Fabric III

When I lived in London a favourite place to visit was Liberty London, the iconic department store known particularly for its floral fabrics, and beautiful wares from the world’s best craftsmen. During the Victorian era, Liberty worked with visionary artist and designer William Morris. The detail and craftsmanship of his work I find endlessly inspiring.

It’s my aspiration for Day Dreamer to have the qualities of William Morris and Liberty; beauty found in nature and craftsmanship. He had a strong social and environmental conscience which I admire. His creative work was a distinct contrast and rebellion “against the 'in-your-face', extravagant 'faux-royalty' that had been trending (think Trump Tower) among Britain's aspirational classes, Morris favoured simpler, more understated designs often inspired by nature” (William Morris: The Radical Designer). He also would use natural dyes rather than popular chemical treatments.

Detail of The Strawberry Thief fabric, William Morris