She Unleashed

When I started She Unleashed, I knew fashion wasn't superficial. It was how I revealed myself. I had always been shy, and for years I treated my quirks and my restless mind as my worst enemies. There are a lot of Freddies under this hair, and like most women I had learned to keep some of them quiet. We are tamed. We are leashed. Clothes changed that. I'd wake up and ask which Freddie would be in charge that day, and through what I wore, each of them got her airtime. Freddie, unleashed. That's where the name came from.

The SHE Unleashed Workshop was initially an afternoon with me and a small group of women in a venue in central London. There were bubbles and snacks, rails of clothes, and outfits you created and presented to the group. Then we got to the real work: confidence. We talked about how much weight other people's opinions carry, and how to put that down. I helped each woman name her fears and the beliefs holding her back, and see the limits she'd been putting on herself without noticing. Everyone left with tricks to build confidence day to day.

Shortly after the launch I moved to Geneva, and the workshops carried on, commissioned by brands for their customers or their teams: River Island, Unilever, Monki and others.