The Buzzy Faux-Fur Label All The Coolest Girls Are Wearing On Instagram

Known best for its statement faux-fur coats and accessories, Emma Brewin is fast gaining momentum among the most influential fashion faces on social media. Here we break down everything you need to know about the label.

Origins

After studying at the University of Rochester, Brewin decided to launch her own namesake label – one that quickly went on to gain a reputation for faux-fur fashion that did not take itself too seriously. Ingrained within this was also the designer's aim to create an ethical, sustainable label under which the entire design process would take place in the UK.

While sustainability was an inevitable element of the label, the journey towards a focus on faux-fur was not set out from the start, but a natural progression that ended there.

"I have always been a collector, and as a child I adored going to other people’s homes, especially older women who I admired and would hunt around for clothes, trinkets, anything that made me feel magical," she told us. "My final collection at university was based on this memory. I compiled a lot of research taking young girls to vintage shops and trying things on, and almost always the first thing they picked up was fluffy/feathery. Once I started working with fur I found it hard to stop."

Brown, Leaf, Fur, Outerwear, Carving, Headgear, Sculpture, Plant, Art, Autumn,

Emma Brewin

A few seasons later and the label has caught the eye of celebrities including Rita Ora, has been featured in the world's most well-known fashion magazines and is generating buzz as one of the coolest (and most fun) brands to have in your arsenal.

Why is everyone talking about it?

2018 has seen a real push for sustainability in the way we consume, particularly in fashion, and while this is certainly not something that brands like Emma Brewin have simply jumped on the bandwagon with, the movement has brought attention to them. Sustainability has been an integral part of the label since the very beginning, it is something which Brewin is clearly genuinely passionate about – and a process which the brand consistently evolves to ensure they are doing as great a job with it as possible.

"Everyone needs to slow down, make garments that last and stop overbuying – we must explain to our customers how fashion is made. All of our pieces are made to order so there is no wasted product, and all of our scraps are now used to make our Puss Puss earrings, which has reduced our waste by around 96 per cent."

Room, Leg, Sitting, Floor, Furniture, Chair, Flooring,

Emma Brewin

As well as keeping waste down and making products from recycled and sustainable materials, Brewin also ensures that everything is handmade in the UK. However, this is not just down to environmental reasons, Brewin says it is key to her process as a designer.

"I think that the word ‘designer’ can be portrayed in many different ways these days but for me it’s not just about the end product, the whole process is so romantic. I can’t imagine sending off a working drawing to be made by someone else, as most of my favourite pieces have been made halfway through before turning into something completely different. I also want to make my garments myself or oversee my team making them to know the quality is perfect and that it has been made with love, care and responsibility."

Who has worn it?

Such statement pieces (particularly the furry bucket hats) have unsurprisingly attracted some of the coolest faces around including Adwoa Aboah and Iris Law, while A-listers like Lena Dunham and Rita Ora have also been snapped in key pieces from the line. Kylie Jenner even wore one of the coats on her cover of Paper magazine.

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What has been key to her success?

The pressure of the fashion calendar is one of the biggest stresses designers face these days – the demand to churn out collection after collection is often the reason behind creative faces stepping down and away from the industry. This, Brewin says, is something that she is very aware of and ignoring the pressure is what has allowed her to succeed.

"Not forcing myself to create [has been key to my success], there have been times when I have considered rushing to keep up with the demanding fashion cycle," she says. "But giving myself time to feel inspired and time to really create allows me to produce pieces that I truly believe in and have taken the time to work on them until I feel they are perfect."

Sunflower, People in nature, sunflower, Flower, Yellow, Plant, Long hair, Daisy family, Asterales, Happy,

Emma Brewin

What's next?

More accessories and even more inventiveness with sustainability, Brewin says.

"I am having a real romance with accessories at the moment – I have also been collecting plastic from local beaches for a year or so now and I cannot wait to reveal what I am making out of that."

Key pieces

If you're going to add a little Emma Brewin into your wardrobe, we suggest you do it right – with a seriously statement accessory in the form of a fluffy bucket hat. And while we don't like to think about those chillier temperatures right now, the Hazel teddy bear coat will be your best friend come October.

Fur, Clothing, Fur clothing, Outerwear, Coat, Robe, Brown, Textile, Velvet, Footwear,

Emma Brewin

Hat, £285; coat, £1,250

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21 Best Faux Fur Coats And Jackets To Buy Now

Arket Faux Fur Coat

£229 at Arket

Knee length, double-breasted and complete with a contrast trim, Arket's faux fur coat will complete any chilly weather outfit.

Raey Exaggerated Faux-Fur Bomber Jacket

£795 at Matches Fashion

This sell-out coat can't stay in stock, and for good reason. In this year's bomber style and complete with a crazy print, you'll be happy to envelop yourself in this Raey coat for months to come.

Mango Fur-effect Coat With Appliqués

£120 at Mango

The toggles on this faux fur jacket gives it a preppy feel and looks great paired with a mini skirt.

Toteme Faux-Fur Coat

£1,290 at MyTheresa

Go full mobster's wife in Toteme's glamorous faux fur coat.

M&S Brushed Textured Car Coat

£79 at Marks & Spencer

One of the more minimal options, M&S' car coat is furry enough for interesting texture, while keeping things sleek.

The Attico Zebra-Print Faux-Fur Coat

£3,900 at Farfetch

If you're more star of the show than wallflower then The Attico's zebra print coat is the one for you. You could temper the look by pairing with jeans and a tee, or throw over your work party look because more is more and less is bore.