Originally starting her journey 16 years ago at the historic Black Dyke Mills in Queensbury, Samantha Hellewell, our Head of Design, has seen it all. From the move to Stanley Mills and the integration with The SIL Group to witnessing the brand’s evolution through challenging market shifts.
Sam has played a pivotal role in shaping our collections. Her work includes some of our best-selling cloths, and stunning seasonal collections. Her design work has transformed John Foster therefore, we sat down with Sam to gain deeper insights into her experiences at John Foster and her approach to design.
You have been here since 2008, what significant changes have you seen during your years at the company?
Since joining the company, I’ve seen remarkable transformations. I began at Black Dyke Mills in Queensbury, and when we became part of The SIL Group, we relocated to a new mill and integrated with new staff and sister companies within Luxury Fabrics. I’ve watched the brand evolve with the times and adapt to changing markets, especially during the COVID-19 pandemic.
What challenges have you faced whilst working at the company and how have you overcome these?
One of the primary challenges was harmonising the distinct identities of our brands while maximising their collective potential. Initially, William Halstead was a direct competitor to John Foster, so when we partnered as part of The SIL Group, it presented a challenge. However, by focusing on each business’s complementary strengths, we turned this challenge into an opportunity and expanded our mohair portfolio to complement one another.
What is your favourite bunch and why?
Oxbridge Flannel is my favourite bunch because it represents a ground-breaking achievement for our company. John Foster had never produced a flannel bunch before, so developing it from scratch using woollen fibres was exciting. I think every cloth within the bunch is beautiful and visually pleasing. As a stock-supported bunch, it offers an interesting and vibrant colour palette. But it’s not just aesthetically pleasing; it also has a stunning drape and handle.
What has been your favourite thing about designing for John foster?
My favourite part of designing for John Foster is developing new collections based on colour themes and design inspiration. No matter how many times I see it, spotting our fabric on the catwalk or in movies and TV shows is always exciting. I find it so satisfying to point out to my friends and family where my designs are featured. I’m proud to design for this company.
Where does your inspiration for new design and ideas come from?
My inspiration for new designs comes from a variety of sources. I closely follow trend books and analyse customer preferences to understand evolving tastes.
However, sometimes, looking forward means looking back. John Foster has an extensive archive of vintage fabrics that provides a rich source of inspiration, allowing me to reinterpret classic designs for modern audiences.
What are you looking forward to in the coming years?
I’m excited to see what challenges lie ahead and how the industry will evolve. After a more relaxed trend due to the pandemic, we’re beginning to see the return of stripes and formal wear, which is an intriguing development. It’s always exciting to see what the next trend will be because it never stays the same.
What can we look forward to seeing from John foster in the coming years?
I believe John Foster will continue to evolve with the market while staying true to our brand. We will keep developing our products based on market demands and customer requests. In January, we’ll be releasing our Spring/Summer collection, featuring a number of beautiful designs but more will be revealed on that later.
Get in touch with our sales team to find out more about our offerings or request a sample of Oxbridge Flannel. Email us at [email protected]