Luxury British fashion showcased at Royal Highland Show 2024
There is no dress code at The Royal Highland Show (June 20-23), but if there was, it might suggest that you swap the rain poncho for something extremely chic from British brand, Holland Cooper.
This year, they’re returning to the much loved event, to offer their signature dose of luxury.
“We haven’t been for a few years, so it’s lovely to come back and we’re going to have a huge stand in a new space in the showground,” says Founder and Managing director Jade Holland Cooper.
Jade Holland CooperThere will be an amazing champagne bar there, and an exciting reveal of a car that we’re collaborating on. We’ll have a big branded picnic and seating area and will be bringing all of our collection along. We’re really hoping to put ourselves on the map again in Scotland
Fashion tips
Jade will be there in person, along with some of her flagship boutiques’ senior stylists, who will be offering fashion advice and tips to those who want to browse the new ranges.
You’ll be able to touch and feel the quality of pieces – manufactured at their own London factories, with wool that’s woven in Yorkshire and Scotland – including those that are part of their website’s current Royal Highland Show online edit.
Timeless classics
Among other pieces, there’s the smart Single Breasted Field Blazer in a bourbon-coloured tweed, a Regal Horse Silk Scarf, their feather-trimmed trilby, or the feminine Audley Lace Blouse, with pretty and intricate trim on the sleeves. In common with all their designs, these are the sort of pieces that won’t date, and can be handed down as heirlooms.
There couldn’t be a better time to discover the brand. It’s now in its 15th year, and has found itself on a huge growth trajectory. Not only are sales burgeoning in the UK, including in Scottish outlets, they’re also popular globally, especially in the US, Canada, France and Germany.
“It’s been an amazing journey,” says Jade.
From tots to grannies, homes to gardens
As well as womenswear, from formal evening attire to knitwear and sharp tailoring, they’ve also branched out into homeware, which includes rose oud and fig-scented candles, diffusers and a picnic blanket. There’s also a kids clothing range, dubbed Little, and menswear, with footwear and denim being added to that collection later this year.
Their vast portfolio means that they appeal to all demographics.
“Our range goes from zero, because we do babywear, all the way up to 95-years-old and we are really owning that multi-generational customer,” says Jade. “So three generations – grandma, mum and daughter, sometimes the granddaughter too – will come into our shops and it’s wonderful to see that span of products being worn by all.”
Attention to detail
Although she’s juggling many plates and has two young children, this designer really is still involved in every last detail. Before she creates something, she asks herself if she would buy it. If the answer is yes, they go ahead.
“I’m really involved in all the processes, but design is a big one. I think the key to success is having a real clear vision and understanding of who our customer is,” says Jade, who is a big fan of the similarly classic work of Ralph Lauren. “So, I’m really clear on what the next steps are and what the product gaps are. I’m able to brief the team really clearly, and I think that’s why our DNA is so strong.”
As well as having this strong sense of identity, Jade also thinks it's important to listen to customers and to continue to evolve.
Social media has been a useful tool for the business, and she has 196k followers on her own Instagram, while the brand @hollandcooperclothing has an incredible 322k.
“It’s an immediate portal for your customers and how they’re feeling. It also keeps you in touch with every single part of your business, from the warehouse – in terms of how things are packaged – to the fit and look of pieces," says Jade. “At the end of every day, I always go through all our messages and comments myself to get an understanding of where our customers are at. There’s insight everywhere. They might say, I wish you did that in pink, and I’ll take that advice away and do it.”
Dressing the stars
There are also plenty of celebrities who have bought into the Holland Cooper look.
They range from RuPaul’s Drag Race judge, Michelle Visage, to royalty, via Claudia Winkleman, who has been spotted in a few pieces, including their tartan coat and variations on their suit, and Fool Me Once star, Michelle Keegan. They seem to appeal to anyone who wants a sharp fit, rendered in luxurious fabric.
As befits The Royal Highland Show, the brand also has a sense of utilitarianism and practicality, with an equestrian range to suit those who’re taking part in show-jumping competitions.
Along with outdoorsy types, many of their customers are women in high-powered jobs.
It’s important for them to look the part, while feeling comfortable.
“I’d say our long trench coat is our signature piece and the three-piece suits for women,” says Jade. “This is a masculine look with a feminine twist, so it works for powerful, successful women – CEOs, lawyers and corporate women who are wearing suits to work. We aim to provide something that feels feminine and powerful for them in that environment.”
If that inspires you to discover Holland Cooper, in the surroundings of The Royal Highland Show, prepare to be converted to their stylish aesthetic.
Find out more
As Jade says; “Come see the whole collection, have a glass of champagne and meet the team.”
For more information on Holland Cooper, who will be at 4th avenue, 27(C) at the Royal Highland Show, see their website here