Emilia Wickstead
United Kingdom
Emilia Wickstead is a London womenswear label founded by New Zealand born designer Emilia Wickstead, known for modern silhouettes, strong colour and mixing traditional and contemporary techniques. It also offers bridal and designed Air New Zealand's crew uniforms, introduced in April 2025.
| Designer and founder | Emilia Wickstead |
|---|---|
| Headquarters | London, United Kingdom |
| Flagship | Sloane Street, London |
| Segment | Luxury and designer houses |
| Notable project | Air New Zealand crew uniforms (2025) |
| Website | emiliawickstead.com |
What is Emilia Wickstead?
Emilia Wickstead is a London womenswear label named after its New Zealand born founder (born June 1983). The brand's website describes it as known for modern silhouettes, strong use of colour and a combination of traditional and contemporary techniques.
History
According to Wikipedia, the business began when Wickstead was in her early twenties, taking made-to-measure orders for a small collection shown to family and friends in her living room. Coverage in Tatler and British Vogue helped her open a store in Belgravia and hire seamstresses. She presented her first London Fashion Week show in 2012, won Elle's Red Carpet Designer of the Year award in 2014 and was shortlisted for the BFC/Vogue Fashion Fund in 2013, 2014, 2015 and 2016. A founding year is not stated in the sources reviewed.
Products and positioning
The website lists ready-to-wear, bridal (bespoke and ready-to-wear), bridesmaid and wedding guest dresses, and a Made to Order service. The brand is positioned in designer womenswear with an emphasis on dresses, tailoring and occasionwear.
Business model and distribution
The brand operates a store at 152 to 153 Sloane Street in London, with an earlier Belgravia location noted by Wikipedia, and sells online through its own website. Wikipedia also records shows and consultations in New Zealand, New York and Milan. Ownership and investor details were not found, so they are not stated.
Why it matters
In November 2023 Air New Zealand announced Wickstead as its future uniform designer, and the new crew uniforms were introduced in April 2025, showing the brand's reach beyond fashion retail into corporate design.
Frequently asked questions
Who founded Emilia Wickstead?
The label was founded by Emilia Wickstead, a New Zealand born designer based in London, who started with made-to-measure orders before showing at London Fashion Week from 2012.
Is Emilia Wickstead a luxury brand?
It is a designer womenswear label positioned at the luxury end, with a store on Sloane Street and a focus on tailored dresses, eveningwear and bridal.