Mood board: Goddard has firmly set the pulse for what ebuillent, creative women are wearing across the globe, and for A/W 2020 her inspiration came in the form of a Nineties photograph of her toddler self and her father shot for Japanese street fashion magazine Fruits on Portobello Market. Thrifting sensibilities bear parallels with Goddard’s irreverent mix and match aesthetic, which for A/W 2020 saw her signature voluminous designs in acid hued tulle and camouflage taffeta layered with Fair Isle knit cardigans, puckered knitwear and beanies with jolly taffeta bows. ‘It’s how me and the people I work with and hang out with wear clothes,’ Goddard said backstage. Goddard’s family is integral to her ever-evolving label (her mother Sarah Edwards works on its show sets, and her sister Alice styles her collection), and for A/W 2020 she attributed the punky creepers and mohair jumpers featured in offering to ‘what my mum and dad used to wear.’
Scene setting: Goddard’s girls aren’t fussy with their frou frou; they know how to have fun. Cue the brand’s A/W 2020 catwalk set up at Central Hall Westminster, which was lined with elegant dining tables stocked with baskets of bread and white wine. It formed the perfect set up for energy sapped fashion editors entering the venue through the rain and wind of Storm Denis.
Finishing touches: Goddard has been deftly adding to her offering season after season, and for A/W 2020, she showcased menswear for the first time. Checked suits in icky shades, paired with striped knits and cardigans had Portabello Market punch. ‘I always want to expand’ she added backstage. It’s an ever-enjoyable evolution.
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