EDIT.
by Rachael Proud
At the heart of Rachael Proud’s work is a deep, enduring love of product. The process begins with nothing, a blank page, a sketch, a fabric, and unfolds into something tangible, resolved. Shaping an idea into a garment or object that feels just right continues to drive her, a rhythm she has never tired of, even after three decades in the industry.
Her career has moved instinctively across fashion, guided by a hands-on approach and a natural ease in shifting between roles. She began as a buyer at Topshop in the 1990s, before moving into design, becoming design director at Christopher Kane and later creative director of Raey. In small teams, she embraced every part of the process — something she continues today at House of Dagmar in Sweden.
Originally from Bishop Auckland in the north-east of England, she remains a proud northerner, closely tied to its quiet, expansive landscape. Though now based in London, that sense of calm stays with her. Outside the studio, life softens: evenings end early, and weekends turn to baking, with creations regularly finding their way into the studio, in the spirit of a small, ongoing Great British Bake Off.
Item
“The Original Rubber Below, well let me count the ways I love this coat. It is masculine, but at the same time the rubber is soft, so it feels warm and has just the right level of femininity. It is waterproof (!!!) and the perfect length! I love it and I have two. The only problem is that it always seems to find its way into my partner’s wardrobe, so I am constantly having to reclaim it.”
Original below rubber charcoal
Ride
“An old Landrover Defender. Full of spiders and I am forbidden from cleaning it so we all hang out together, my boyfriend, and the many many spiders! Its a joy to drive, life is a bit slower in an old car like this and I like that a lot!”
Guilty pleasure
“I’m not sure I feel guilty about this, but I rarely read because I always want to make things — baking or craft projects — so when I do sit down and read, I weirdly feel guilty. But what I love to read, and I’m sure people would say these books are “of their time,” are Jilly Cooper novels. It’s total escapism, all set in a rural British village, and I love to drown in them.”
Journal
“I don’t journal in any usual sense, but I have been using a paper diary for well over 20 years, so I have a lovely record of what I was thinking and doing over that time. I have always used these books as scrapbooks too, so it is also a log of what I have loved in the product world, as well as places I would like to go for dinner, weekends away, holidays, facials, and craft projects I want to try.”
Pet
“I love all animals, to the point of obsession really but here is my pet cat, Princess Elsa, I did not name her but to be very honest she is very much a princess and because I have not actual children I am afraid I have spoilt her and she runs the house. Its like living with a very moody teenage girl. ‘Its Elsa’s house, we just live here’ etc.”
Time
“I love to jog early, in the dark, when there is no one around. I feel like I am the only person out. I go really slowly — embarrassingly slowly, probably — but it clears my head, sets me up for the whole day and I see some great sunrises and weather (I love the British weather, all of it!). I just wish I had the discipline to do it every day, but sometimes bed is just too cosy, and now I am 50 I don’t seem to spring out of bed in quite the same way as I used to.”
