What Running My Online Fashion Brand “Moth Clothing” Taught Me About Starting a Fashion Label

Starting a fashion brand is something many designers dream about. Seeing people wear your designs — from customers to influencers and even celebrities — is incredibly exciting. But behind the scenes, building a successful brand takes far more than just designing clothes.

Whilst working as a fulltime fashion designer at a supplier to brands such as Asos , Tkmaxx and JD williams , i started building my very own online womenswear brand for five years called- Moth Clothing. The brand focused on modern, edgy fashion with a darker aesthetic. The brand sold young fast-fashion styles through our own ecommerce website as well as platforms like SilkFred and ASOS Marketplace.

Over those five years the brand gained TV exposure, collaborated with influencers and worked with well-known names in fashion and entertainment. It was an amazing experience and taught me valuable lessons that I now share with fashion startups launching their own brands.

Building the Brand

Moth Clothing began with a simple idea: to create statement womenswear for customers looking for something more fashion-forward than typical high street styles.

From the beginning I handled the creative direction, branding, marketing and ecommerce. That included designing the website, creating graphics in Adobe Illustrator and Photoshop, managing product listings and organising photoshoots.

The website was initially built using WordPress before later moving to Magento 2 as the business grew. Our collections were sold through our own online store as well as marketplaces like SilkFred and ASOS Marketplace to reach a wider audience.

But launching the website was only the first step — the real challenge was getting people to discover the brand.

Influencer Marketing and PR

Social media quickly became one of our most powerful marketing tools. We worked with Instagram influencers whose style aligned with the brand, helping introduce our designs to new audiences.

The brand also gained media exposure through celebrity collaborations. Our clothing was worn by Helen Skelton, and Lucy Fallon wore one of our skirts during an appearance on Lorraine.

These placements helped build credibility and visibility for a small independent fashion brand.

Photoshoots and Creative Collaborations

Creating strong visual content was essential for the brand. We organised photoshoots for campaigns, lookbooks and social media, working with talented creatives.

One collaboration included makeup artist Selena Jack, whose work has appeared in Vogue.

The shoot featured model Ivy Watson, who later went on to win Britain’s Next Top Model after working with us.

Working with photographers, models and stylists was one of the most rewarding parts of building the brand.

The Reality of Running a Fashion Brand

While the exciting moments get the most attention, running a fashion brand involves a lot of behind-the-scenes work.

Daily tasks included managing product listings, updating stock across platforms, organising marketing campaigns, coordinating shoots and handling customer enquiries and returns. Social media management, email marketing and paid advertising were also constant priorities.

Like many startups, running the brand meant balancing creativity with logistics and business management.

Lessons for Fashion Startups

Running Moth Clothing taught me several lessons that are valuable for anyone starting a fashion brand.

First, strong branding is just as important as the clothing itself. Customers connect with brands that have a clear identity and aesthetic.

Second, building relationships with influencers, creatives and industry professionals can open doors to new opportunities.

Finally, success in fashion requires both creativity and strategy. Growth takes time, persistence and the willingness to adapt.

Supporting New Fashion Brands

Today I use the experience I gained from building Moth Clothing to support new fashion startups through my freelance work, providing product direction, Cad-design , Tech-packs and a free referral to manufacturing agency that match you to to the correct factory required for your collection and provide all the communication between yourself and the factory. Our services.

Having managed everything from ecommerce and marketing to PR and photoshoots, I understand the realities of launching and growing a fashion brand.

For anyone considering starting their own clothing label, my biggest advice is simple: start with a clear vision, focus on strong branding and be prepared to learn constantly along the way.

How much does it cost to start a clothing brand?

Startup costs can vary widely depending on production quantities, website development and marketing budgets. Many small brands begin with smaller production runs and focus on ecommerce and social media marketing to reduce overheads.

Do you need a fashion degree to start a clothing brand?

No. Many successful founders learn through experience, industry connections and collaboration with designers, manufacturers and marketers.

What is the best platform for a clothing brand website?

Popular platforms include WordPress with WooCommerce, Shopify and Magento depending on the scale of the business and the features required