Shop talk: Amy Hall

Amy Hall originally trained as a photographer before realising knitwear design was her true passion and undertaking a summer course at Central Saint Martins. In 2010, the London born Hall established her own label and launched with a collection of women’s ready to wear knits, all hand-made from her Dalston based studio. Hall’s popularity spread like morning sunlight with fashion bible, Vogue, hailing Hall’s knits “as the only clothes to wrap up in this winter.” Haute Living caught up with the woman who has helped make wool, cool

Why do you think that Londoners love Amy Hall?
Over the last few years customers have become more concerned with provenance and spend their money more shrewdly. Quality and longevity are also important factors so, because our pieces are handmade in London, using carefully sourced natural fibres that are predominantly British, our customers know they’re making a sound investment. Our designs have a strong silhouette but are classic so won’t date and, if well cared for, should last a lifetime.

Can you tell when something is going to sell well?
We have a signature cocoon cardigan shape, that despite being slightly re-worked each season, never fails to do well. Women find them incredibly easy to wear and they’re flattering and warm. They’re great trans-seasonal pieces too. One customer told me the other day that she feels like she’s being enveloped in a hug when she’s wearing hers!

What do you love most from your Spring-Summer 2014 collection?
The one piece that seems to get the most ‘oohs’ and ‘aaahs’ at the moment is the Alum mohair sweater. I’ve actually already worn mine to death as it looks great with everything. It is incredibly soft and tactile and invites people to touch it. The Brighstone cardigan is also doing well.

What do you like about Londoners’ style?
Londoners aren’t afraid to be completely bonkers and generally don’t care what anybody thinks of them. They dress for themselves and, for the most part, have an excellent sense of style.

How much of your wardrobe is from Amy Hall?
I have to admit it’s beginning to take over! We’re now on our eighth season so the number of pieces that have found their way into my wardrobe, is increasing all the time. My husband and I have a one bedroom flat we share one wardrobe, but some of my bulkier knits are definitely encroaching on his space. I’m lucky he’s so tolerant….

Were you always so sure about your sense of style?
I was in the sense that as a teenager I wore some pretty ridiculous things that nobody else in my year at school would be seen dead in, but I’m not sure you would have called that style! But over the last few years I’ve refined my wardrobe (at least non-knitwear wise) and know what suits me. But I don’t think you could pigeonhole my style, either. It changes according to my mood.

You have lots of A list fans…
Yes. Broadcaster Anita Rani (BBC’s India/China/Russia on Four Wheels, Channel 4’s Four Rooms) wore pieces from my AW13 collection throughout her recent Russia on Four Wheels documentary. Journalist Polly Vernon is also a recent convert, as well as US TV presenter Alicia Quarles and Swedish singing sensation, Neneh Cherry.

How do you like to relax?
With a big pile of glossy magazines, a good book and a glass of red wine.

Thanks Amy! Amy’s latest collection is available at the luxury boutique Wolf & Badger on Dover Street in Mayfair, London and online at www.amy-hall.co.uk.