Next in our series of interviews with designers and creators who launched their businesses during the pandemic, we speak to Gabrielle Cave, founder of luxury nightwear brand Orchard Moon. Launched in May 2021, the brand offers sustainable pyjamas in bold floral prints developed from original acrylic, watercolour and ink paintings.
What did you do before launching the brand?
Before launching Orchard Moon I was a freelance surface pattern designer, working for print studios in London and LA. Prior to that, I was an Art Studio manager and graphic designer, so I come from a creative background.
Gabrielle Cave
How did the brand start and when did you start working on it?
Since I was at university studying Textile and Surface Pattern Design I wanted to start a brand that combined sustainable principles with bold and interesting prints. I am super passionate about sustainable textiles and fibre technology, as well as beautiful, colourful prints. I feel like everything I have done in my life has been leading up to this. The Idea for Orchard Moon was conceived a few years ago and I’ve been working on the concept and brand development ever since, alongside my freelance work. We officially launched in May 2021; a lot of time and effort has gone into developing the prints, the fabrics and the trims, as well as the business side of things and the website.
What are the highlights of your collection?
We launched a capsule collection of 4 beautiful floral prints which adorn our signature Selina pyjama sets and scrunchies. Each print is developed from original paintings using various mediums including acrylic, gouache, watercolour and ink.
Each print defines a different mood and shines in its own way; Calypso is vivacious and joyful, with floral bouquets dancing in a rainbow of colours, Camille is feminine and playful, with impressionist blooms in succulent pinks, lilac, gold and mint. Ephemeral Bloom is reflective and invites you to lose yourself in its inky blue abstract shapes layered in areas of light and shade, and Wild Rose is calm and content, with super large scale wild roses painted in subtle pastel hues of pink, lilac, gold and mint, reminding us that true beauty lies within.
I’m very proud that we have launched a collection that uses some of the most sustainable materials available today. I wanted Orchard Moon to be sustainable to the core, in everything we do, from the way we treat people to the materials we use. The whole concept is built on respect, kindness, and wellbeing – putting people and the planet first.
Describe the person who wears your designs. What is their style?
I would describe someone who loves colour and prints and might be looking for sustainable options which are a bit different. They want to be good to the planet by making smarter, more sustainable choices. They love to have fun, but also want to relax at home in style. Our customers are vivacious, bold, stylish individuals who appreciate the finer details.
A typical week in your life?
I spend my days managing Orchard Moon and am involved in every aspect of the business including marketing, PR and growing the brand. I have two young children as well so I’m pretty busy most of the time.
Your proudest moment to date.
I would say my proudest moment to date is managing to source and bring together all of the elements of our pyjamas from sustainable sources without sourcing anything from the Far East. Building a supply chain from scratch in the middle of a pandemic was incredibly challenging and I took it one step at a time. When I look back and realise how far we’ve come, that’s the moment you realise that after all that effort you did it.
Your next big challenge.
We have really pushed the products technically, we’ve made them the most sustainable they can be at this moment in time. The textiles industry is becoming more and more sustainable, and I want to push the boundaries to really make a difference in bringing new and innovative materials into our product lines. As well as innovation, like any new business, the next big challenge is scaling, which we’re working on.
Your worst move so far.
The biggest challenge for the business has been the coronavirus pandemic and how slow we were to launch because of it, but everybody was in the same boat. The delay of the launch due to covid, and our suppliers being affected has meant that we launched later than we wanted to.
What do you hope to achieve?
We have created a brand synonymous with sustainable luxury and beautiful bold prints to show that sustainability doesn’t have to be beige, and luxurious fabrics can be vegan and cruelty-free and kind to the planet. I want to create more beautiful patterns – wearable art and develop other product lines which complement what we’ve created so far.
I want to create more beautiful clothing, which is empowering and bold and encourages mindfulness and enhances wellbeing, both for the wearer and the Earth.
What about timeout?
I have very little downtime at the moment, in between running Orchard Moon and my two children timeout is a luxury, but when I do I love to paint. I find it meditative and it improves my wellbeing. I can spend hours completely absorbed in creativity. When I have snippets of time I read about fashion and sustainability, play with my children, or go for a walk.
Where do you look for design inspiration?
I look to the natural world, nature is limitless in its inspiration. Organic forms, textures, animals and plants form the basis for most design. I also look to the catwalks as well to keep up to date with colour palettes and themes.
What do you read and whom do you follow on social media to keep ahead of trends?
I enjoy fashion publications like Vogue, Harpers Bazaar and Grazia. Although we don’t really follow seasonal trends because we’re a slow fashion brand, we do give a nod to current colour palettes and themes, which evolve more slowly over time. With the increasing popularity of vintage and preloved clothing, trends don’t really seem that relevant anymore. I believe that people should create their own personal style, and wear whatever makes them feel good, whether it’s a current trend or not.
