It’s always great to follow a brand from their inaugural stages and see them grow, which is exactly what we’ve done with designer Amy Bug Ward of Bug Clothing, who previously worked at Netil House. Initially won over by the simple aesthetic and utilitarian shapes of her clothing, we’ve fallen for her latest image series and collection of linen and cotton staples - think wide trousers, no frills tops and bow strap bras in light beige and navy. Add in a pared-back set and naturally textured hair by Glasshouse girl Anna, and you’ve got a lookbook that minimalist dreams are made of.

Amy has also just launched her brand new online shop to coincide with the collection, so you can now browse and buy your very own slice of Bug! Every item is handmade and produced to order, using materials sourced locally and sewn together in Amy’s Hackney studio. We love the brand’s small scale mentality and are looking forward to plenty of bigger things from Bug Clothing. In the meantime we caught up with Amy about her inspiration, techniques and thoughts on keeping things simple.

“I left uni two years ago and I’ve been designing and making continuously since then. I make clothing that’s simple and oversized - I think it’s so important to be comfortable and for clothes to be easy, versatile pieces. They’re also super flattering on multiple shapes and made out of light, spacious materials that (hopefully!) go with plenty of things. When I’m designing I consider things like people who cycle, or people who have all kinds jobs - I’ve got friends who are ceramists, photographers, artists - and I like to think the pieces are functional and suitable for anyone. My collections are usually inspired by my friends and the people I hang out with anyway. I hate clothes that make you feel like you’re conscious of your body all day, so it’s all about comfort!”

“I always start with an idea and make an initial toile to see how the garment fits and sits on the body. Designing for me is done through physically making and pattern cutting, although I do sketch. I’ve used lots of linens in this collection - it’s a natural fibre and a really flattering fabric, which lets the skin breath. Linen is also super durable and beautiful when it wears. Actually I almost prefer it more when it’s a bit beaten up and interesting looking.”

“With this shoot I wanted to use people I thought were cool or doing interesting things. For instance Jala (one of the models in the shoot) is an artist and creates amazing sculptures. Character speaks for a lot and I like to think you can see it come through in the pictures. My friend Ola shot the series, she’s a still life, food and travel photographer who’s starting to work on some fashion commissions, so she’s great at picking up on details and keeping things simple. And of course Glasshouse girl Anna did the hair and makeup! I hope it results in a simple, beautiful series of images that reflect the garments.”

Thanks Amy! Click here to visit the newly launched online shop.

Models: Jala Wahid + Jennifer Adagio
Photographer - Ola O Smit Assistant - Karolina Merska
Hair + MUA - Anna Maki
Manicurist - Charly Avenell
All clothing - Bug Clothing