Shopping bag.

Semaine: What would your advice be to a new generation of models who are just starting out in the industry?

Claudia: “Don’t be afraid of being labeled boring. Work hard on looking good, don’t party, smoke etc. Have a good lawyer, be punctual and respectful of everyone and follow your instinct. This is how I did it, so that’s all I can advise.”

Semaine: Your most recent focus has been on designing, with the launch of your new knitwear collection imminent. Did that feel like a natural progression from modeling? When did you realise that’s what you wanted to focus on?

Claudia: “Designing has always been a dream of mine, since I was a teenager doodling fashion dresses at home. Now I’ve learned from the best in the fashion and beauty industry. I know what I like, plus what’s great quality and tailoring – and what is not. I’ve worked hard to get to the top of the business and now I have the luxury of doing what I love. I can now create what I can’t find, that I, and others need.”

Semaine: How would you describe the Claudia Schiffer Knitwear collection in your own words?

Claudia: “Cosy chic. I’m inspired by influences from my life in England, Germany and traveling around the world.”

Semaine: With such a high profile already, did it feel like you already had a ‘brand’ before you’d even started? Was this largely a positive thing?

Claudia: “Everyone has a brand, which social media has proven, it’s being yourself. I’m lucky enough that I’m famous, so my brand is globally known.”

Semaine: Why did you choose to focus on knitwear and cashmere in particular?

Claudia: “The three C’s: cosy chic cashmere.”

Semaine: There’s so much hype and pressures that exist in the fashion world around the clothes themselves – do you still get a buzz from that when launching a collection or is it more a case of ‘seen it all before’ and you’d rather concentrate on the actual designing etc?

Claudia: “I love fashion. I have kept all my clothes from over the years, so I have a great archive to go in and out of for each season. I recently pulled out a beautiful brown leather Chanel bag from 20 years ago. It’s totally timeless. I’ll pair it with a new pair of jeans and soft cashmere sweater from my new collection. Trends always come around again. The intarsia sweaters from my first collection were designed to last. I’ll wear them again this season with skinny dark denim jeans, long suede boots and a fun scarf.

When I design a collection I always think about longevity – will I still be wearing this in 5 or 10 years time? I work on Pinterest moodboards all the time – I have at least 20 on the go at once. Gathering inspiration from film, art, fashion and nature. For this collection I was inspired by the colors, scents and textures from a recent trip to Southern Spain: I love the heirloom-patterned rugs, mosaic tiles and amazing textiles.”

Semaine: Who or what have been your biggest inspiration in designing the collection?

Claudia: “Me. I’m designing what I love and can’t find.”

Semaine: Where would you like to see the brand head in the future?

Claudia: “One day, I’ll never have to buy someone else’s products!”

With that we leave Claudia to her ideas, crafting an expansive world that may be in her own image but also feels inclusive and relatable. We’re left with the distinct impression that her new knitwear collection is but the first of many enticing projects on the horizon – we can’t wait to see them take shape.

By James Darton for Semaine.
Photography by Alex Franco.