Well, we're just about six months old. We've learned so very much along the way but the one thing we've been uncomfortable with is our product photography. The vast majority of online fashion retailers use "ghosted shots". You've seen them, the ones where the clothes float and look all 3D with bodies in them that aren't really there. And it can be very effective.
Only it's never quite felt like us.
It somehow lacks the warmth and passion that fashion is so capable of generating. The hope and glory of a new garment and how it can transform you. How it makes you feel.
And we're selling the unique. We're not like the other amazingly slick big online retailers. We sell tiny handfuls of designs from brilliant emerging talent. It's all about heart and soul.
We've tried modern day mannequins but they are so.....perfect yet surreal.
We've looked at vintage mannequins but they have mostly looked like coat stands. And a bit too pretty/ twee.
And then we found Lillian. And it was love at first sight. She's kind of industrial, kind of worn, the perfect blend of form and function.
And she's just wonderful to work with. She's a soft warm caramel colour with brass, nickel, iron and wood detailing. There's some rust, some wear, some tear....
And there are pins to be found all over her.
When you move her, dress her, wheel her, you can feel the decades of creative dedication that she has been part of. There are secret delights here never to be told. We feel inspired just looking at her.
And the clothes from our young British designers fit her and sit on her quite, quite beautifully. Almost spookily perfect.
Meet Lillian. The newest, oldest recruit to YBD. Much loved already.