Photos: Claire Pepper

In another new feature for That’s Not My Age, I’ll be talking to a range of women about their personal style and what they wear. First up, is fabulous Snowden Flood (real name) who designs homewares and stationery and answers to the title of creative director (or artist, or designer). Snowden Flood has a wonderful retro-tastic image. We live quite close to each other in south London and I once went to a sample sale at her home (where I snapped up a set of her River Series plates), so when we bumped into each other at a local market, I asked if she’d like to take part in What Women Wear.

Named after her uncle Jim Snowden, she has an American mother (based in the UK) and spent the 1990s in New York. Where, as a mature student, Snowden obtained a Masters degree at Parsons School of Art and Design and worked for Peter Marino Architects. Returning to the UK in 2000 to set up her eponymous business, Snowden has subsequently worked on commissions for the British Museum, Tate Modern, London Transport Museum and Chatsworth House. The 53-year-old also has an Oxo Tower shop, ‘I never actually intended to become a shopkeeper,’ she says, ‘it was supposed to be a studio but because of the busy riverside location people kept popping in to make enquiries about my designs – and I liked the idea of supporting other UK makers by selling an array of beautiful, unique things.’

Here’s Snowden Flood’s Style Profile:

My style is colourful, probably eclectic. I like patterns and embroidery, things that are unusual. I have to have some colour – it makes me happy. I do buy a lot of vintage clothes and I keep clothes for a long time (partly due to practicality, I’m a single mum and I’m self-employed, so I buy a stuff on eBay). I’m not a slave to the shops but I do love a bargain. I like things that are simple and beautifully cut, and tend not to shop on the high street much – though I do like COS and Arket. I buy from smaller makers like Old Town, Hades knitwear and Lowie. I’m always on my bike and so I wear trousers, or fuller skirts and dresses. Because I’m short (5′ 4″) I like the look of the 1930s and 1940s, I feel like that nipped-in-at-the-waist silhouette suits my style more. Though I might have to change that look if my midriff expands any more in middle age!

The striped dress in the top photograph is 1940s, it’s cotton and cost 30 euros. I saw it on the street at the Braderie de Lille. It’s really soft and just lovely. I wear it with flat shoes or my Tracey Neuls shoes. I don’t wear much jewellery but I’ll put a scarf in my hair. My glasses are Anne et Valentin, they’re French I bought them in Lille at the same time as the dress.

I’ve always dressed to please myself. I’m not being big-headed but when I worked in a fancy office in New York, where all the women spent thousands on Prada and Hérmes, and I looked like a parrot in my second-hand orange coat, I  was always asked who made my clothes. I think it’s to do with my mum, she’s incredibly creative and stylish. She always had wallpaper on the ceiling and used to mix and match so that half the wall was one pattern and half was another. If you’ve grown up with someone doing something interesting with colour, there’s an aesthetic, it’s about not being afraid.

Clothes make me feel like myself, like I’m saying who I am that day. It’s almost playful. Getting dressed is the same as when I’m doing a design, I’m putting different things together. I like things that are a little bit ‘off’, a coral linen 1940s jacket with an olive green African print dress. I like to be colourful but not too lairy. I’ll wear slightly complimentary tones or patterns but I don’t worry about the rules. My advice is: be yourself, don’t sweat over it.

Vintage DVF wrap dress

The vintage DVF dress in the second photo is from Menage Modern Vintage and leather bag (handmade in the UK) is Mimi Berry. Have a look at Snowden’s work HERE or visit her riverside shop at Oxo Tower, London.

Hair & makeup by Louise Heywood. Louise does one-to-one makeup lessons in her south London studio for ‘women who like to keep it subtle’.

What women like Snowden wear:

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25 thoughts on “What Women Wear: Snowden Flood

  1. I loved today’s post and look forward to the new series What Women Weat. It’s so inspiring and informative to learn the inner workings of someone’s style.

  2. Snowdon’s profile is very refreshing. She manages to break a few rules but does it stunningly. I love her style, philosophy, and her HAIR. I want to know what products she used to keep those curls from frizzing. They’re beautiful!

  3. I’m loving this series idea so much!
    I appreciate the idea of individual style as well as alternative sources of clothing.
    I’m bored of rules and the usual retailers.
    Snowden is an inspiration!

  4. Love this post, Alyson. And Snowdon’s ideas about the clothes we choose to wear saying “who I am that day.” That vintage DVF dress is wonderful with those low-heeled shoes and cross-body bag. What a great idea for a series. Looking forward to what, or who, is next:)

  5. Great post – love Snowden’s style and your suggested items to get the look are just a little bit different to usual.

  6. It’s a big thumbs up from me. I love seeing what FAB women are wearing and what a wonderful start you made with Snowden. I’m just disappointed that top dress is vintage because I want one!

  7. I do love your posts, so very interesting. I wish I was called Snowdon Flood ha ha, what a brilliant name and what an interesting lady and I like her comment ‘be yourself don’t sweat over it…………..I do need to be reminded of that sometimes. Have lovely weekend.

  8. Now this is a style model I can relate to. A very personal, budget friendly and sustainable approach to dressing.

  9. Yes, more of these, please! So inspiring and great tips for alternative shopping. And I rarely see “models” with curly hair like mine.

  10. Love this – and the picks you show to dress in this style. That floral DVF dress is gorgeous, and it’s silk-cotton, one of my favorite fabrics in the whole world.

  11. Great name! Lovely lady. I have a very dull and untrendy name which I have always hated and I occasionally wonder about the impact your name has on your life. I met a lady once called Tabitha Sparrowhawk, it’s her real name! Wow! How could you not do something creative with a label like that. Would love to see more like this.

  12. Love this and looking forward to the series.
    Also, please some tips on managing curls just like Snowden’s delightful crop.

  13. Yes more of this! What an amazingly stylish woman. I get a great deal of vicarious pleasure from seeing someone of my age carry off an outfit like the striped dress that I would never contemplate. Vintage dresses always require a waist, never had one, even when young and slim, it seems unlikely that one will emerge now!

  14. Snowden Flood is totally fabulous. Thanks for this positive and interesting, beautifully photographed, feature, capturing a celebration of stylish, beautiful clothing, hair and makeup. Great!

  15. Love this feature and love her style. This degree of color, pattern, and attention I can aspire to, whereas those deliberately clashing Masters of Fashion are way over my head!

    I suspect such posts take a lot of work, but they are much appreciated, Alyson.

  16. “Be Yourself: Don’t sweat over it” – what a perfect mantra for TNMA! Really anticipating this new feature and hope it hits the blog very soon.

  17. This is a great series. Thank you. Btw, when I saw an image of Joan Jonas, the artist recently featured at the Tate Modern, I couldn’t help but think she would be great to interview here.

  18. I had the great pleasure of happening across Snowden’s shop at OXO at the weekend and talking to her-what a lovely friendly person! Plus she was wearing a lovely dress as well.

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