Really Wild

Thoughtfully crafted designs for town and country

In 2022, Really Wild celebrates its 20th anniversary. This is a real milestone for the British fashion house, founded by designer Natalie Lake, which has made its name with designs that are suitable for both an urban and rural setting. Bridging the style gap between town and country wardrobes, the collections combine Natalie’s love of the great outdoors with feminine tailoring and attention to detail. She has always wanted to create pieces that are made in limited numbers using the best materials, and with exceptional finishing. Twenty years on, the collections perfectly exemplify her achievements.

Since the company’s inception, Natalie has worked with British fabric producers – and it’s a commitment that she intends to honour long into the future. ‘It’s important to me to continue working with UK craftsman as I love to see their traditional skills in use today,’ she says. ‘Our knitwear and tweed are woven from the finest cashmere and wools at Scotland’s oldest mills and we are lucky enough to work with Liberty London to feature their iconic printed silks.’ She is confident that her approach is not only sustainable, but set to become even more popular too. ‘In the present climate, I think that we’ll see the growth of heritage manufacturing in the UK and Really Wild will support that enormously.’

‘We aim to grow our collection and broaden Really Wild’s appeal to a new international audience who appreciate timeless designs with a contemporary touch’

Natalie also feels that bringing a thoughtfulness to the production process is more relevant than ever. ‘We will continue to produce our designs carefully and thoughtfully. We pride ourselves on taking time to ensure high quality, giving value to our collections and helping us connect with the environment,’ she says. ‘Our belief in the preservation of craftmanship and sustainable, small-scale production is the definition of modern luxury today.’ Of course, mindfulness is also important when it comes to purchasing too, with customers choosing Really Wild for beautifully crafted forever pieces.

Despite the current challenging retail environment, Natalie is seeing London’s Sloane Square boutique thrive once again. ‘Telling our customers the story of Really Wild and being transparent about our meticulous construction methods makes the shopping experience far richer. They want to know exactly where the coat they are buying has come from and we are 100 per cent committed to sharing this information with them.’ From softly tailored coats to pretty, feminine blouses, the pieces are versatile enough to be worn dressed up or down, for any occasion. ‘I love to create clothes that are perfect for easy living, wherever you may be. Comfort in clothing with gorgeous textures and colours in natural fabrics that can be thoughtfully purchased for longevity,’ she says.

For Spring/Summer 2022, that means Seventies-inspired floral prints and silhouettes, and elevated off-duty designs that take centre stage, teamed with Liberty silk and cotton separates for a laidback look. Meanwhile, contemporary classics in primary colours sit alongside new romantic styles with an urban edge that can be layered for whatever the weather or occasion brings.

Over the last few years, Really Wild has re-evaluated its strengths and itself as a brand so Natalie and the team are now looking ahead to the next 20 years and beyond. ‘We aim to grow our collection and broaden Really Wild’s appeal to a new international audience who appreciate timeless designs with a contemporary touch.’