According to Wiggy Hindmarch, “Every time I step outside, at least one person stops to ask where my outfit is from. I tell them it’s from my own brand, Wiggy Kit, and they often say they’ll check it out later.”

While some might doubt Hindmarch’s claims, my own experiences mirror hers—there’s a unique allure to her designs that effortlessly blend masculine and feminine styles with a touch of bohemian and preppy influences. Her pieces combine clean lines with striking details, focusing on creating flattering proportions to enhance the wearer’s appeal.

Hindmarch explains her design philosophy: “I aim to create unique items that don’t scream for attention, but make people think, ‘Wow, what an incredible outfit!’ I strive never to produce anything mundane; there’s always a fascinating twist.”

My experience wearing her popular sarong shirt dress made from luxurious chocolate linen at a lunch with fashion insiders in Italy resulted in curious inquiries about its origin. “Is that an Alaia?” one asked. The answer was no.

Another hallmark piece is the tuxedo trapeze dress that marked the launch of her brand a decade ago, now reimagined in a crisp white and blue to celebrate its anniversary.

While Wiggy Kit has expanded into versatile clothing suitable for all seasons, summer continues to be its core focus. Hindmarch, 48, started her brand in 2015 largely due to the lack of stylish options suitable for both local and vacation wear.

“It was nonsensical that summer items bought for two weeks in Ibiza wouldn’t work for a day at the office or a school event. I didn’t want to maintain two separate summer wardrobes.” For those yet to finalize their summer looks, a pop-up shop opened on King’s Road in London last Wednesday, with the final trading day on June 8.

“As a woman experiencing the challenges of age, I constantly contemplate every detail,” Hindmarch shares. “I design with proportions in mind, ensuring that even those with longer torsos or shorter legs appear to have the ideal silhouette. While my style tends to be modest, I balance this by revealing just the right amount of skin in strategic areas.” And when it comes to showcasing skin, she adds, “I always prefer to highlight the wrists.”

Hindmarch reflects on her inspiration stemming from her teenage years spent in Rhode Island, where she observed the necessity of dressing professionally in warmer climates. “The temperature is more extreme there, and people dress up more frequently and embrace a wider array of colors.”

Her father’s preppy style also significantly influenced her early aesthetic. Over the years, she has delved into interior design and travel literature for further inspiration: “I often think, ‘If I lived in that environment, what would I want to wear?’ I don’t focus on competing brands; my attention is solely on my own creations.”

To refine her warm-weather designs, Hindmarch spends four months annually on Harbour Island in the Bahamas. Her brand has attracted a notable clientele, including designer India Hicks and supermodel Claudia Schiffer, both of whom reside on the island.

Hindmarch attributes her success partly to her social media presence, which showcases her glamorous lifestyle in both the Bahamas and London wearing her own designs. “My videos significantly boost sales; while striking models might not have the same effect, customers relate to seeing what I wear in everyday life,” she notes.

Some customers save for months to acquire a couple of pieces annually, while others order multiple items for homes around the globe. “One woman regularly orders for locations like London, Hong Kong, and Sicily, while another prefers New York, the Hamptons, and Palm Beach.” During the brand’s once-a-year flash sale, customers often log in as early as 7 am to shop.

The rise of resort wear echoes a broader trend, and Hindmarch explains, “This category has become increasingly vital for many brands because it reflects what consumers genuinely desire. Purchases for winter often feel obligatory, while there’s genuine excitement surrounding spring and summer collections.”