July 21, 2014

Style Focus: Three Floor

For those of you who don’t know Three Floor already, allow me to introduce you! Three Floor, which skyrocketed to success last year after Amanda Seyfried stepped out in this blue lace cocktail number, is one of my first stops for design-focused dressing.

The brand, lead by Central St Martins graduate Yvonne Hoang, aims to create premium wardrobe staples that are both fashion forward and – here’s the best bit – don’t break the bank. Having worked for high street brands for thirty years, Hoang decided to go solo and create pieces that are luxurious and accessible. Since then, the brand has been seen on the backs of Eva Longoria during Cannes Film Festival as well as on my fellow bloggers Leandra Medine of Man Repeller and Chiara Ferragni of The Blonde Salad. They also ran a collaboration with another of my firm favourites, jewellery brand Moxham. This season Hoang has experimented with longer hemlines, a sorbet palette and edgy mesh seperates- making it even more desirable with the weather becoming warmer. My favourite? This punchy fuchsia KIX dress!

I spoke with the designer about collaborations, cities and inspiration.


What is the Three Floor manifesto?

I wanted to create a brand that would allow me to show my passion in the creative heart of the garment rather than focus on the production cost. There was a gap in the market for high-quality, designer pieces rich in detail that are also accessible and I set out to fill it with the creation of Three Floor.

Where do you find inspiration for your collections?

Our design team gathers inspiration from everywhere: it could be the latest blogger trends, a holiday location, an interesting photograph, an inspiring role model, an abstract art or architecture piece or the need for a piece that doesn’t yet exist on the market.


If Three Floor was a city, which city would it be and why?

It would have to be London, as it’s where its heart is. London, like the Three Floor girl, is eclectic and cool without taking itself too seriously. Also, this city is one of the main fashion capitals of the world where street style is very strong and inspirational. People are not afraid to try new trends and are playful with their looks but always maintaining an edgy quality to their style.

If you had to pick a favourite piece from the Spring/Summer 2014 collection, which would it be?

Generally lace is a strong favourite within the office and the lace- detailed ROOKIE dress is a flattering, easy-to-wear shape so it’s one of our winners!

Who would you most like to see wearing your collections?
We’d love to dress Elena Perminova, she’s a Russian model with such a classy-yet-cool style but still keeps her look ultra feminine. We would also love to dress Elle and Dakota Fanning; both are beautiful and very talented.


What would be your dream collaboration?

We are always looking to expand our collaborations; perhaps we’d like to look at sunglasses with either Linda Farrow or House of Holland. It would also be great to do a collaboration with an iconic stylist such as Vogue contributing editor Francesca Burns- our Head of Design Marie Sripha previously worked with her before and she is very inspiring.

What does the future hold for Three Floor?

We are planning to grow the business further by encompassing more drops within each line and by developing a small line of bags and accessories. We are also looking to be situated in a selection of department stores.

Any final style advice?

Don’t overdo it!


My Three Floor Favourites:

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