What does your average day look like?
Not a single day goes by the same and I’ll confess that my average day is totally chaotic. Even though my girls are older now, I insist on dropping them off and picking them up from school. It’s a lovely time with just me and them in the car with no interruptions. Everything in my day from meeting our designers, answering Instagram posts, and planning for our launch is squeezed in between. As a female entrepreneur, having an ‘average’ day would be a true blessing if not a little boring!
Do you have any rituals?
I’m always in a mad rush from when I wake up to when I get to bed. Ritual Schmitual.
How can you describe what you do?
I am the founder and creative director of MILFOREVER, a soon to be launched premium fashion brand aimed at Gen X women (women born mid-1960’s to 1980s). Everything about our narrative, our designs and imagery is aimed at women who fall between that perfect age of 35 to 55 years old. We design for women who want to look good, feel relevant and live life to the full with a sassy edge. Women who are not just ready for the next challenge, they are fully charged for it!
How has your background influenced who you are today?
My heritage is Persian although I was born and raised in London. My parents taught me to work hard, to be loyal, to respect myself and surround myself with family. Nothing else matters. I like to think I have kept the best bits of both cultures.
How did you start your brand? What was your inspiration?
I became very aware that most of my favourite brands were consumed by trying to attract a millennial audience at the expense of keeping their existing and loyal customers. There were less emotional and size issues to deal with, with a younger audience. Their narrative and imagery stayed very youthful and it was hard to engage with that. There were very little to no brands on the high street that appealed to me as a Gen X woman, certainly no brands that dressed me elegantly but with a Rock’n’Roll attitude. I decided to change that and launch a fashion brand directly engaging with Generation X women who want to look good, feel relevant and know that changing body shapes is part of who we are.
Who has had the most formative influence on you?
My father. Without any doubt. Nothing was or is impossible for him. He is still like that today at 82.
What are the most important factors in your work?
I love engaging with our followers. They share such inspirational stories of how they are living a remarkable life and others that have conquered adversity. Real formidable women. The positivity flowing through is just amazing. They have such vibrancy and passion for life. That is what keeps me going.
Where do you look for inspiration?
For inspiration, I look directly at my fashion peers. There are so much richness and history in this industry, there is never a shortage of inspiration and inspirational characters to feed off.
Whilst working, what do you do and where do you go for a break?
What is a break? I don’t think I am familiar with the word… LOL… Most days are usually too busy for breaks. Luckily, I live in London where we are surrounded by the most amazing restaurants and members clubs even though we have restrictions in place due to COVID-19… But I do realise that we all need to take some time out and recharge our batteries. I’m lucky to have a close group of friends who are all formidable women, and we meet from time to time and talk non-stop about everything. Weekends are usually reserved for my husband, children and family. That’s precious time.
What is on your bookshelf now?
I’ve just finished reading ‘Becoming’ by Michelle Obama and ‘My Story’ by Jo Malone. I only ever read biographies because I like living in the now and not in a fantasy world. For pure laughter, I read ‘This is Going to Hurt’ by Adam Kay, I highly recommend it if you’re not too sensitive about the life and experiences of a junior doctor!!
What do you dream about?
My husband! and yes he is looking over my shoulder as I write this …
What is your favourite Gaia dress?
My favourite Gaia dress has to be the Vienna, such a beautiful and vibrant colour and very elegant too. It’s a dress that you can make a grand entrance with, no matter the party…. It is also the colour of my bridesmaid dresses which brings back such happy memories.
What are your favourite colours for Spring/Summer Autumn/Winter?
Regardless of the season, I’m a great fan of bright colours at any time of the year. When you walk into a room, you can just brighten everybody up. Just look at a peacock’s feather, pick any colour.
Affe Adel Founder and Creative Director of MILFOREVER