The recent Guardian article, "Women designing for women: the new wave dominating UK high street", by Laura Cochrane marks a powerful cultural shift in fashion—one that those of us who’ve lived the realities of womanhood have long awaited.

As a female founder who started my brand from a place of both passion and pain, I feel this movement in my bones. It’s not just about clothing—it’s about care. Designing for real women means understanding not only their body shapes, but their lived experiences: the hormonal shifts, the postnatal changes, the fatigue, the trauma, the daily juggle. And ultimately, the quiet resilience behind it all.

Am so inspired by Nicola Piercy and Katie Lopes, the co-founders behind the best underwear brand www.stripeandstare.com

From Wellness to Wardrobe: The Missing Link

What we wear can either support or sabotage our wellness. After navigating serious illness and PTSD myself, I saw firsthand how the wrong clothing—tight, synthetic, unsympathetic—can exacerbate stress and disconnection. That’s why I founded Single Swan, a wellness-driven clothing brand that prioritises comfort, versatility, and emotional dressing.

When women design for women, we don’t just think about trends—we think about how a waistband feels after a long day, or how fabric breathes during a hot flush or an anxious commute. We build garments that understand you.

The Legacy We Build On: A Nod to Jane Shepherdson

For many of us, Jane Shepherdson’s era at Topshop wasn’t just a retail moment—it was a cultural one. Her collections captured how we wanted to feel in our clothes: powerful, effortless, unbothered. For a generation of women, that was revolutionary.

Today, we carry that legacy forward with a new kind of power: one rooted in wellness, softness, and truth. Jane brought edge and excitement to the high street, my personal passion is bringing empathy.

Literally a dream come true to meet the legend Jane Shepherdson for coffee. 

Real Women. Real Lives. Real Design.

I often say I don’t just design clothes—I design solutions. Our pieces are shaped by the very women who wear them: women healing from surgery, navigating menopause, balancing motherhood and careers, reclaiming their sparkle after burnout.

Because clothing should be a source of strength, not another stressor.

Join the Movement

This “new wave” of female designers isn’t a marketing story—it’s a homecoming. We are finally being seen, and more importantly, we’re seeing each other.

I am proud to be a BUYWOMENBUILT founder, find out about more amazing brands designed by women at www.buywomenbuilt.com

If you’ve ever worn something that made you feel less than, if you’ve ever wished your clothes knew what kind of day you were having—know this: we hear you, and we’re designing for you.

Explore the collection at Single Swan and discover what it feels like to wear wellness.
Because healing looks different on every woman—but it always starts with comfort.

I'd love to know what women designing for women brands you love.

Besos 

Alicia x