Step into the world of Tanya Patel, the visionary founder and CEO behind Chapter London, a brand that weaves the fabric of comfort, confidence, and timeless style for women across the globe.

From the bustling swatches in her uncle’s factory to the corridors of retail giant Marks & Spencer, Tanya’s journey has been stitched with threads of passion for fashion and a commitment to quality.

Rooted in the vibrant spirit of London, Chapter London isn’t just a brand; it’s a narrative of Tanya’s life chapters unfolding in the city she calls home.

For her, London isn’t just a location; it’s the backdrop to pivotal moments—birth, marriage, and the genesis of family. It’s the essence of her brand, encapsulating the spirit of a new chapter in her life.

At the heart of Chapter London’s design ethos lies a profound understanding of women’s needs and stages of life. From practical considerations like useful pockets to addressing bust concerns, each design is a reflection of the diverse and dynamic lives of Chapter London’s customers.

Sustainability is not just a buzzword; it’s a commitment. Locally sourced materials, small-batch production, and UK-based manufacturing are the cornerstones, contributing to a brand that cares for the environment and local economies alike.

With expanded ranges of dresses and tops, the brand is set to inspire and captivate. Tanya’s passion for her creations is infectious, and as we eagerly await the unveiling of the new collection, we embark on the next chapter of Chapter London’s journey—a tale of style, sustainability, and the indomitable spirit of its founder…

What inspired you to start Chapter London, and how did your previous experiences at Marks and Spencer and Lily & Ribbon contribute to your journey?

Womenswear has been a passion of mine since I was a young girl. The most enjoyment I had in my retail careers were womenswear roles and working with large teams across Arcadia group-I just loved the process of creating fashion!

My corporate experience from M&S, Arcadia group and entrepreneurship experience from Lily and Ribbon (a maternity brand I previously founded) makes this business the perfect role for me.

Sustainability is a core focus of Chapter London. Could you share some of the key sustainability practices and principles that guide your brand’s operations?

Our manufacturing takes place here in the UK which means there is less carbon footprint and that we can also audit all of our suppliers. We use certified OEKO-TEX materials and recycled packaging that is carbon neutral and production is done in small batches to prevent landfill challenges.

We’re also launching a return and repair service in the near future, meaning that our customers can increase their lifespan of the garments, by sending us their clothing that’s outside the usual return period to be repaired. Our pieces are designed to last-in other words, the opposite of fast fashion!

Your brand is known for its colourful and stylish womenswear. What role does fashion play in empowering women and expressing individuality?

Wearing our clothes supports you feeling amazing and the way they are made ensures you are confident and in turn this supports the positive energy you radiate to the world but also has a great effect on your own mental health.

Fashion doesn’t have to be fads off the catwalk, they need to be signature pieces that bring out the best version of yourself.

Chapter London emphasises designing and making products in the UK. What advantages does this approach offer in terms of quality and sustainability?

It means we can support the UK economy and workforce, as well as having less of a carbon footprint and less landfill.

Can you tell us about a specific moment or experience that validated your decision to create sustainable womenswear and led to the birth of Chapter London?

The feedback we received from the maternity brand I created was that they wished we did clothes for non – pregnant women. I exhibited at the National Baby Show excel and the feedback from customers was that they wished they could wear our designs and fabrics post-maternity.

I wondered about the possibility for approximately two years and then felt the fear and did it anyway!

How do you source sustainable materials for your clothing, and what challenges have you encountered in maintaining sustainability in the fashion industry?

We work with Okeotex fabrics from suppliers we trust in terms of certifications and visits.

Chapter London offers a range of clothing in sizes 8-20. How important is inclusivity in the fashion industry, and what steps have you taken to ensure that your brand caters to diverse body types?

Every body is unique and beautiful in its own way. It’s every fashion brand’s duty to promote inclusivity whether it’s in their marketing, fitting or imagery.

Growing up, most articles I read and catwalks I watched were size 6/8. But around me I saw women of every size and I wanted to create a representation of this in the brand.

We try to ensure our dresses look and make people feel amazing no matter what size they are. We ensure all of our stretchability and clothing silhouettes and cater for all women.

In the world of fashion, trends come and go. How do you ensure that your designs have a timeless quality that will resonate with customers beyond a single season?

We always have our timeless pieces like the sonia dress which are our true signature and comes in 7 different designs. Every season we then launch new shapes and prints such as the leopard wrap top, and clever techniques ensure the dresses can grow or shrink with us too.

What advice would you give to aspiring fashion entrepreneurs who are looking to launch their own sustainable clothing brand?

Build your tribe of support. There is always help out there and you need to search for it. You have to believe in yourself and vision even when others don’t.

Be resilient and pivot based on your customer data.

Collaboration is often key to success. Have there been any notable partnerships or collaborations that have helped Chapter London grow and achieve its mission?

We believe collaboration is the heart of our business. Our suppliers are our heart of the business. Our notable collaboration this year has been with Wolf and Badger.

We are shopping internationally with them and stocked in store and meeting the team who support our vision – this is our best collaboration of 2023. Our party pieces are now stocked in their Kings Cross store too! In 2022 our most notable collaboration was with Joules and Silkfred. We ranked as one of their best performing brands.

Building a brand requires a strong online presence. How have social media and digital marketing strategies played a role in promoting Chapter London?

This is essential but we also can’t forget word of mouth and traditional marketing methods. We’ve worked with some amazing influencers too to create images of our products.

What has been the most rewarding moment or accomplishment in your journey as the founder of Chapter London so far?

Meeting King Charles at Buckingham Palace and talking to him about Chapter London was pretty exciting!

Can you share some insights into the future of Chapter London? Are there any exciting projects or developments on the horizon that you’d like to tease?

We’re very excited about next year’s spring / summer collection which will see some amazing designs. But also hoping to achieve a great international presence and keep growing.

In a world where fast fashion is prevalent, what message would you like your customers and the fashion industry as a whole to take away from Chapter London’s commitment to sustainability and style?

You can do both but it requires planning and perseverance – you have to be better than the day before and focus on your journey to balance sustainability and style.

Our readers love to travel, what destination is at the top of your bucket list?

Brazil! Because of the colours, culture, dance and the Amazon forest!

As we wrap up this inspiring conversation with Tanya Patel, the trailblazing force behind Chapter London, we’re left eagerly anticipating the next chapter of style, sustainability, and limitless creativity from this visionary brand.