Tom Holmes, co-founder and creative director of Wax London, talks us through the process of finding his groove and handwriting for the warmer months that led to the brand’s strongest S/S collection to date, Come Together. While focused on its characteristic values inspired by a feeling of community and London’s diverse creative influences, Holmes adds humor to his new collection for people to have fun while wearing it. Echoing of 1960’s silhouettes and the nostalgic feeling of a grandmother’s house, Tom Holmes creates clothes that are timeless and different from what is available anywhere else.
Hi Tom and congratulations for your new S/S 24 collection for Wax London! This has just become available – from today, February 22nd. How are you feeling about officially showcasing your new work to the world?
Thanks so much, and yeah we are all really excited to launch what we feel like is our strongest S/S collection to date. Historically Wax has always been stronger in the Autumn / Winter but we are really finding our groove and handwriting now for the warmer months!
As the name of the brand you co-found and direct suggests, you are based in London, one of the fashion capitals. Does working in such a feverish and hectic fashion environment influence your creative process?
London has always been at the center of what we do at Wax. It’s a creative hub and a melting pot of different cultures and influences. This is reflected by the founders of Wax itself and in the inspiration behind the collections and content we create. The last few years have been challenging for obvious reasons but what’s always so inspiring is coming back to London and realising how much creativity and inspiration there is all around us.
How do you usually find most inspiration when working on your collections and, specifically, what vitally influenced Come Together to come about?
We draw inspiration from all around us, it can be as varied as how the light catches a wall or looking at mosaics when we travel. With this campaign specifically we wanted to try and add a bit of humor to how we launched the range. Ultimately, we want people to have fun while wearing Wax and we think that comes across in this campaign. For the collection itself we took inspiration from a range of sources as varied 1960s silhouettes to the nostalgic feel of being at our grandma’s house.
As we just mentioned, your S/S24 collection is entitled Come Together. Can you explain us how and why you chose this name?
This campaign was based around a tongue and cheek portrait of a mystery figure (me) collecting the fabrics from around an eccentric old house and in turn how the collection comes together. It’s also a nod to the community and family feeling that we want to foster within the brand and with everything we do.
The preview of your Hero Campaign and Video I was lucky to watch really intrigued me for your use of textures and colours. The combinations and mixes – neutrals shades with primary colours, Ripstop jackets with intricate embroidery – are unique to your work. Which of the two elements do you work on first and how does that shape your selection of the other?
We don’t have a set formula of how we approach each design, but rather, as you say we will draw inspiration from textures and colour combinations and then start applying those techniques and shades to the shapes we have identified as our key silhouettes for the season. Things will always change and evolve through the process as the collection’s identity is formed.
Would you say this peculiar crafting process is fundamental to Wax London’s signature style? If so, why and is there something more one should look for when approaching your work to really get to the essence of the brand?
The way we like to look at it is our collections are designed to help people express themselves, as you say focusing on colour, texture and then print to create clothes full of character. It’s the combination of those things that gives Wax it’s DNA.
Your S/S 23 was very successful. How do you balance maintaining the truth of your artistic expression and of the brand’s identity while responding to the development of new trends and to the public’s taste?
At our core we are all creating clothes that are timeless. We are not driven by quick trends but rather want to create clothes that our customer can cherish for life. Of course, there will be micro trends and moments that we are part of and influence but our design ethos is one of inclusivity rather than exclusivity.
You kept some of the signature styles of last year’s collection like daisy and ornate square embroidery as well as the whiting overshirt while new linen colourways and casual options have been added. What was the process of expanding and growing within and outside of your characteristic style and tropes like?
We have become known for a few categories over the last few years, with shirting leading the way on that front. When we were designing spring it was about how we continue to develop those categories and then as we grow adding in shapes and categories that complement the core base of silhouettes we have become known for. Ultimately, we are trying to create clothes that we ourselves as well as our customer are excited to wear.
So far, we talked about the main pieces of clothes of your collections. But accessories, especially caps and bucket hats, trek socks, and tote bags, contribute to making up and complete the outfits of Come Together. Can you guide us to this piecing together and finalisation process?
I think as you mention we want to create the whole look and accessories is something we are looking to expand further. It’s been great to see that we have a customer for these pieces and it’s something we are really excited to expand more over the next few months.
Also, I know that the bolder Jacquard co-ords are favoured by Taika Waititi! Would you like to contribute with such public figures in roles like brand faces or ambassadors?
It’s of course always great to see people you respect wearing what we have created. I think it all comes back to creating looks that feel a little different from what is available elsewhere, and of course if that results in people wanting to wear it then that’s great.
Come Together has just been revealed to the public. However, I imagine you already have a vision for the near future and for Wax London’s Fall or Winter collections. Can you tell us something about it if so?
Our A/W range is titled escape the noise and focuses on trying to appreciate the beauty and tranquility of nature and the slower things in life. We all live in a face paced world and it’s important to sometimes take a step back and appreciate how beautiful the simple pleasures of life can be.
