atilda Goad’s ascension to homeware director and designer began as a young creative studying Art at Camberwell College of Arts in London, forcing her to leave the quiet county of Sussex. Upon graduating, she was quick to gain experience in the fashion industry.
She spent a number of years taking on internships, often hopping between magazines such as Vogue Russia and Wonderland Magazine. Most notably, she worked with fashion photographer, stylist and former British Vogue fashion director Venetia Scott. While frequenting shoots with Scott, she grew to admire the multifaceted nature of the job, becoming particularly curious about set design and props. Goad highlights a specific moment where she went into a prop house and saw the possibilities her creativity could extend to, creating sets and physical spaces.
Her mantra was ‘say yes to everything’, which included curating shop windows and dressing beds. It was during this time, she saw a gap in the market for homeware. ‘Why is every lampshade on the market boring with straight rims?’...and so began experimenting with her own designs.