Designer name: Emily

Origin: USA

Design signatures: “Relaxed, refined, understated, sensual. Drape against structure.”

How would you describe your ideal client? “Confident, rebellious”

So What?? is now 2 years old. Designed by Emily, it initially started as a capsule collection of young woman casual wear in 2017. So What?? has shown on the official London Fashion Week schedule once in 2018.

So What?? is said to be very American in its attitude. From the beginning the collections have been said to be "a crazy and rebellious voice of young woman".

Favouring a relaxed style, So What?? is often mildly androgynous. So What?? has established its own feeling of modern elegance with a dash of pure rock’n’roll – pieces that are uncompromising in their attention to detail with high quality fabrications.

We have from the very beginning always sort out and favored pure, ethically produced fabrics and yarns. We also like to give fabrics and pieces "second lives " often through cold dyeing and recycling.