Magic Carpet Ride started with the print..
Inspired by the Steppenwolf song, I wanted to create something rich, layered and full of depth, a tapestry-style design that felt like it had a history to it. Something you might find folded into a market stall, slightly sun-faded, full of colour and detail.
From there, everything else followed.
Building around the print.
I really wanted this collection to celebrate print and colour as a form of escapism for summer. Everything else was built around the print Erin created, and it’s one of my favourites we’ve ever done. The colours feel deep and saturated, but still grounded in a way that feels true to us.
I also deliberately moved away from cream and black this time. Summer felt like the right moment to really lean into colour and expression, but still in a way that feels wearable and considered.
Getting it right
The print took time to get there. We went through multiple rounds of swatching to make sure it felt right.
It was important that it didn’t feel too clean or overly polished. That’s why so many of the printed pieces are on cotton voile. It gives that slightly imperfect quality, like something you might find in a market in India, where the colour sits softly in the fabric rather than on top of it.
It also makes the pieces lightweight and breathable, which is exactly what I want for high summer, especially for kaftans and tops.
The details that matter
We’ve used a lot of textured cottons in this collection, especially gauze and slub finishes, because they feel more authentic and worn-in from the start.
There’s also subtle lurex woven through some of the fabrics, which adds a soft shimmer when it catches the light. It’s not overpowering, just enough to elevate the pieces for evenings, festivals or holidays.
Then it’s the smaller details that really bring everything together. Plaited ties, tassels, appliqué and embroidery across necklines, cuffs and hems, alongside crochet to introduce contrast and texture.
I wanted each piece to feel considered, like it’s been built up through detail rather than added all at once.
A piece that captures it
The House of Mirrors Orange Embroidered Top really sums up the collection for me.
It was inspired by an antique Bollywood piece we picked up in Pushkar, India, and we’ve been working on developing it with one of our suppliers for a long time. The embroidery is incredibly intricate, with mirrors and knot detailing worked across the surface.
It almost feels like a textile piece rather than just clothing, something you could hang as much as wear.
That level of detail is exactly what I wanted to carry through the rest of the collection.
How I’ll be wearing it
The shapes in this collection are relaxed and free, with flowing sleeves and easy silhouettes, so they’re really about how you style them.
I’ll be wearing them through summer days and festivals, layered with my favourite jewellery, bags and headscarves. That’s what really finishes the look.
For me, it’s always about building an outfit slowly, mixing print with texture, adding layers and accessories until it feels personal.
I already know I’ll be living in the Saffron Skies Kaftan Dress when it gets really hot, it’s one of those pieces you can throw on and feel amazing in. And I love the Brown Ember Folk Maxi Dress layered with the Cassia Crochet Cape, the textures together just work.
Who I had in mind
For this collection, I kept coming back to women like Cher, Ali MacGraw, Emmylou Harris and Bianca Jagger.
But really, it’s about someone who dresses for herself. Someone drawn to pieces that feel instinctive rather than trend-led. She mixes vintage with heirloom jewellery, and everything she wears feels personal and lived in.
What I want it to feel like
More than anything, I want people to feel like themselves when they wear this collection.
Confident in how they dress, like they can look in the mirror and feel amazing. I love hearing when people say they get stopped and asked about what they’re wearing, because it means they’ve made the piece their own.
What Magic Carpet Ride means to me
I feel really proud of how this collection has come together, from the prints to the product to the styling. It feels closely aligned with my personal style and the direction we’re moving in as a brand.
There’s a real sense of clarity behind it, everything feels considered, intentional and connected. It’s exciting to see that vision come through so strongly across the whole collection.
The world it lives in
For me, this collection sits somewhere between Marrakech, Ibiza and Laurel Canyon in the early 70s.
It’s a warm evening, music playing, candles being lit as the sun goes down. There are rugs, flowing fabrics, and pieces that feel like they’ve been part of someone’s story before you found them.
That balance of bohemian freedom and something more elevated.
That’s exactly where this collection belongs.
Magic Carpet Ride Launches 19th June 2026
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