Happy New Year!

Well, it has been a while (almost a year in fact) since I last blogged.

My blog was started mainly as a place to keep track of my masters degree and a place to write ideas and keep my research in one place. However, towards the end of my masters and with my deadline looming for my final masters project, my blog got a little (ok, a lot) neglected.

I miss blogging, in fact over seven years ago I used to have a relativity successful fashion blog that I deleted on a whim when I became pregnant (I didn’t have the foresight to see that Mummy bloggers are big business – ha!), and I’ve decided it’s time to start blogging again – my blog is going to mostly be about all the things I enjoy such as fashion, design and business.

Looking back on 2018 there were some great achievements, I graduated from my masters degree and my son got to come and see me graduate which was wonderful. I have continued to build my kidswear brand and it is finally turning into a “proper” business.

Let’s see what 2019 has in store – Sarah

Sarah Hammond Malpass designer


Wayne Hemingway @ Staffordshire University

Wayne Hemmingway at Staffordshire university

I recently attended a lecture by Wayne Hemingway at Staffordshire University. I remember Wayne Hemingway from when I was younger for being the designer of Red or Dead and also for being on the Big Breakfast! I found the talk very interesting and finding out his story of how he started a fashion brand with little resources much like I am trying to currently achieve with my childrenswear brand Toto and Fifi.

The key points I took away from this lecture were:
• Wayne used the phrase “see the whites of your customers eyes”. In his earlier days of creating Red or Dead he spoke about how important it was to see people’s reaction to your clothes because you can pick up feelings towards your clothing from seeing customers face. Because my brand Toto and Fifi is a online store I will not see people’s faces or “the whites of people’s eyes” to gauge if they like my product. This lecture made me realise that I need to get in front of my customer to see how they feel about my product, from this I have decided that I should attend more craft fairs to gain feedback on my product.

• Don’t be afraid to have a point of view and an opinion, and don’t be scared to share your opinions. I have always been very conscious on social media to not voice my private opinions too much to not offend people. However, after hearing Wayne Hemingway discuss his political leanings (the lecture happened to fall the night before the recent general election) I have learnt that it’s okay to share my beliefs and share my opinions on things I feel strongly about – I’m Labour btw.

SPRING Key Pieces

Spring has sprung and although it is still pretty chilly out, it get’s me in the mood to banish my chunky knits and big coats for blouses and smaller jackets.

Here are my favourite transitional everyday pieces for when you want to dress like it is summer, but it is still to cold to fully commit:

Pink Faux Suede Blazer £29.99

zarah pik 2

Blue Stripe Top £10 Primark

primakr 1


White Ring Detail Jumper £30

miss guided top

Lace-up Ankle Jeans £39.99 H&M

h and m.png

Embroidered Slipper Shoes £26


Red Crossover Bag, £59.99

zara red bag