Some places are more than just backdrops—they are part of the story itself.
From the very first mood board, it was clear that British influence would be a thread running through the SS25 collection. The silhouettes, the textures, the colour palette—all carried a certain kind of quiet sophistication that felt rooted in countryside heritage. So when it came time to choose a location to tell this story visually, Chloe suggested the Cotswolds. And she was right. Stow-on-the-Wold, with its timeless charm, winding streets, and honey-coloured stone buildings, wasn’t just a beautiful setting—it was a perfect narrative match.
It’s a town where time feels suspended. A place that reminds you refinement and rusticity can coexist. The golden-hour light falling over its rolling fields and farmlands has a softness that matches the tone of the collection. This location offered something intangible yet undeniable—a sense of deep-rooted history and a slow, luxurious pace of life that reflects what Isabelle Hunter & Co. stands for.
For me, this wasn’t just about aesthetics. It was about anchoring the collection in a place that carries the same values as the brand: heritage, elegance, understated confidence. The Cotswolds felt like the physical embodiment of those ideals.
As an American, British style and countryside traditions have always held a special kind of magic. I think a lot of that comes from lineage—I have English and Scottish ancestry, and when we honeymooned in Scotland, I felt an almost electric sense of familiarity. I remember stepping into our room at The Witchery in Edinburgh and getting chills, like I’d been there before. That deeply rooted connection is hard to explain, but it’s one I honour through this collection.
Even as a child, I was surrounded by images of country sport. My father would travel to the UK to wingshoot, and I remember the photos he brought back—of men and women in tweeds, waxed jackets, and breeks, standing in lush green fields. There was something so effortlessly polished about it all. Growing up and falling in love with the sport myself, I felt a natural pull toward that same heritage. How could I not?
The colours of the UK’s countryside—rich greens, muddy earth tones, chalky neutrals, misty greys—have long influenced my personal palette. There’s a mood here that you can almost reach out and touch: a sort of energetic stillness, a tangible sense of calm that makes everything feel timeless. I remember watching farmers working the land in button-down shirts and Barbours, looking like they’d stepped straight out of a portrait. It made me ask—why not? Why shouldn’t the clothing we live and work in also be beautiful?
We’ve grown used to separating style and practicality, assuming that beautiful clothes must be saved for special occasions. But I don’t believe that. The SS25 collection is designed to be worn—in the field, in the garden, on your travels. With care and proper mending, these are pieces that live with you. They don’t ask to be preserved behind glass; they ask to be part of your story.
That’s why Stow mattered. It’s more than a location. It’s a symbol of the way we want to move through the world: with elegance, thoughtfulness, and deep respect for the past—without ever feeling stuck in it.
I can’t wait to share more from our time there this April. But for now, I’d love to know—what places inspire you the most?