Aimée Croysdill

For me, working during COVID-19 has honestly been a joy, as during this unstable time any work is hugely appreciated. I was discussing this with Charlotte [Hope] yesterday during an ‘at home press junket’, and we both have noticed the greater sense of community and appreciation for one another on set. Having all been stuck at home, conversations gravitate towards mental health and your personal life rather than the classic “what are you working on?”; it feels like the competitive nature has gone.

While events are few and far between, snobbery has to go out the window; everyone is out here trying to make it work and learning to appreciate all corners of the industry, be that editorial or commercial. I have been styling actresses for Zoom, which is challenging when it comes to offering brands the press exposure a red carpet or traditional press event would generate. Social media has been a huge lifeline in offering an alternative payback for brands who support – my clients and I are aware of the diminished return a webcam shot offers, and thankfully brands have been hugely accommodating – after all we are all in the same boat trying to muddle through.

As I work with musicians, actors, childrenswear and commercial styling, I fortunately have more opportunities and access to work. I have heard from hair and make up artists who didn’t have an ounce of work during the height of lockdown because they only work with international talent for red carpet, so I am aware that my situation is far more secure than others. But even given the many hats I wear within my work, ultimately there is less work out there, so like many others I’ve used this time to diversify what I do, and focus on a project I began just before lockdown.

I am currently working on creating a kidswear brand, and thanks to the time afforded to me by the quiet period of lockdown it is all coming together ready for launch in November. I feel very lucky that it has come at a time when I needed another string to my bow – albeit rather risky starting a new business in these times. 

The idea was born out of becoming a mum and finding a lack of basics for children that are ethically produced and a good price point that aren’t covered in slogans or prints. The line is responsibly and ethically produced, all made from 100% organic cotton and we’re using coconut husk over plastic for components such as buttons, and everything is transported in biodegradable plastic. We had a few setbacks with the factories shutting due to the restrictions but it has been a fairly smooth process so far – the hard bit of launching it is yet to come! My line will be direct to consumer in order to keep price points affordable, eradicating the wholesale margin. We (myself and my business partner) are starting small but have big plans, so I am very excited to show everyone and see how it grows.