Behind The Brand – Aftershock


Aftershock is a premium British brand well known for creating stunning collections consisting of stand-out dresses in fabulous cuts and quality fabrics, and they have kindly agreed to be featured in our series of Behind The Brand interviews.

1. What makes your brand stand-out from your competitors?

Aftershock stands apart from its competitors because each season the collection features an in house designed exclusive print, there is hand embellishment on the occasion wear and pure silk is used to craft many of the dresses. In terms of price to quality ratio Aftershock lives true to “affordable luxury.” Furthermore, personal service in-store and online helps the brand stand apart from other high street brands.

2. Where do you get your inspiration from when creating a new collection?

The inspiration for the collection comes from cultural visits the team makes every year, following the trends and adding the Aftershock signature and also re-inventing styles from past collections so the design evolves.

3. Which do you think is your stand-out dress of the current collection?

I don’t think it’s a dress that stands-out on this occasion for SS’11 but a fine knitted jumpsuit which can be accessorised with a belt. It’s a truly unique piece that remains exclusive to Aftershock.

4. Are you excited about 2011 and the new SS11 collection?

Yes, the reaction to the SS’11 collection so far has been extremely positive and we’re looking forward to introducing new styles as the season progresses. Also, I cannot wait for the launch of the Aftershock Bridal range in March which is a capsule collection but has great potential to grow over time.

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