Q&A: Theodora & Callum co-founder Stefani Greenfield talks about the brand’s new line

We already love the brand’s gorgeous scarves, cover-ups and accessories, so we’re super-pumped about its new line, T+C.

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Printed scarves, cover-ups, hats and jewellery are just some of the gorgeous pieces in T+C, the latest collection for Theodora & Callum. We chatted with designer Stefani Greenfield about the brand’s new line, the inspiration for the collection and what it’s like working with her close friend.

Why did you decide to create a more affordable line?

We have had an overwhelming reaction to Theodora & Callum over the years and we felt that we needed to embrace a larger audience by developing a collection at a more attainable price point.

How is T+C different from Theodora & Callum?

The price point can engage with a wider audience and the style offerings are more diverse. In

addition to our traditional printed scarves and cover-ups, T+C Theodora & Callum also includes hats and jewellery.

What’s your inspiration for the Spring/Summer collection?

Born out of a love for collecting beautiful things from all over the world, T+C Theodora & Callum is inspired by travel! Drawing inspiration from Morocco, Bali, Turkey, India and the Mediterranean as well as the bon vivant mentality of the late ’60s and early ’70s European jet-set, each style feels as if it has been discovered in a far-off locale. The scarves are a true embodiment of the spirit of T+C Theodora & Callum – eclectic, unique prints and bright colours that are timeless and versatile.

 

T+C Theodora & Callum $54 at Hudson’s Bay. thebay.com

 

What’s your favourite piece in the collection?

It’s hard to pick just one! I love the bold prints and vibrant colours seen throughout the entire

collection. Especially the Condesa that is available in a scarf and a kimono.

What’s the best part of creating a collection with your friend?

We’ve been friends for 20 years so we know each other really well! Desiree comes from a public

relations background while I come from a fashion merchandising and brand marketing background. We really balance each other out – we make a great team!

Your collection is inspired by your travels, what’s your all-time favourite destination?

I love the beach! I’ve spent many summers in Mykonos, Greece and Malibu, California. I absolutely adore them both.

Your 3 must-haves when travelling?

iPad, lip gloss, and hydrating moisturizer

Louise Roe <3 T+C Theodora & Callum – Photo: Instagram @theodoracallum

Who is someone you would love to see wearing your designs?

Michelle Obama! She is an influential woman, mother, entrepreneur, and she has fantastic style. I love that she isn’t afraid of colour or patterns and I think she would wear T+C Theodora & Callum very well.

The biggest lesson you’ve learned in the fashion business?

Be brave. Be a good listener. Be open to culture. Be a strong decision maker and a team builder.

Be happy. Be loyal.

 

 

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