A women’s workwear range, 30 years in the making.
Meet Sharon Orquejo, the woman behind Working Style’s newest creation, W. We sat down with Sharon to talk about brand development, inspiration, and introducing an eco-friendly, no waste approach to fashion. Asset Factory was invited along to the W launch party, held at Mercedes Benz as Working Style’s e-commerce business content partner. Using our automated ghost mannequin and flat lay product photography machines, the Working Style team produces fast, efficient, and high-quality product images seen on their website and digital channels. Read the full interview below:
*BTS images from the W by Working Style Launch Party. Images provided by Working Style.
You’re known for your brand leadership in menswear. What motivated you to create W by Working Style?
Our motivation for creating W is to support women who are looking for tailored garments that fit impeccably. I found there was a gap in contemporary tailoring for women, which shows how busy they are in their working and professional lives. Our showroom aims to give women an experience that’s all about them.
What’s different about designing for women?
Designing for women is completely different to menswear. Women come in all different shapes and sizes, which is more technical when fitting in comparison to menswear. Some critical measurements are front button placements and a jacket length that’s flattering for different figures, and we need to consider colours that suit different skin tones and work with their current wardrobe.
How do you feel women’s approach to dressing has changed in recent years?
There’s certainly been a strong shift in women’s dressing since COVID-19. Sweatpants and athleisure wear have become the norm, but after last year, women are now looking forward to attending events and eager to dress strongly for their next board meetings. That’s where a beautiful, tailored blazer is very useful to have.
What drove the decision to create a made-to-order collection rather than off the rack, and how does it work?
Our decision to create a made to order collection is to test the market and to be as eco-friendly as possible. This means we only create a garment for every customer that orders – no wastage. Creating a bespoke garment takes around 6-8 weeks, and begins with a conversation with the customer to discuss individual needs along with creative consideration about what they like to wear, and why. Learn more about the process here.
Given it’s made-to-order, what role does your ecommerce website play in telling your story and creating interest?
We capture all images and display them on our website like they’re shoppable. Although our women’s collection is made to order, we use our website as a form of catalogue for customers to enquire about what we offer.
What does your planning process look like; from creative concepts to events, photography, and campaigns?
Our brand is about dressing for success and known heritage from our menswear. We curate the collection the same way, in that our concepts for outfits and visual content are timeless.