Meet Alexandra Wall | Fashion Designer, Pattern Cutter & Creative Consultant

We had the good fortune of connecting with Alexandra Wall and we’ve shared our conversation below.

Hi Alexandra, what was your thought process behind starting your own business?
Following a turbulent experience in the fashion industry during my time in London, I saw and experienced things I did not like; so I left. My options at the time were to continue along a damaging, unethical and unsustainable path that never aligned to my values, or return home to South Wales and establish my own business in a more affordable environment. I grew up with a strong self-employed role model in my Dad, so that aspect of my decision felt very natural. To start earning as quickly as possible, I offered freelance services across design and pattern cutting in addition to starting my own brand.

It wasn’t until areas of my ready to wear brand raised hurdles that my current business, Digital Pattern Library, was born.

Originally, I ran a sustainable streetwear company which garnered a lot of award recognition early on in the journey. One of my USP’s was something called a “Journey Card”. These were essentially swing tickets attached to each garment providing painstaking detail on its unique process from where the material crop was grown to the names of my interns involved at any stage of the process. I coined the strapline “Reconnect to your Clothing” and felt these journey cards helped the end customer understand why a garment shouldn’t cost less than a coffee, given the extensive stages of production.

However, as the company grew, my naivety didn’t forecast this becoming too much for me to keep on top of to the standard I was striving for and I was forced to pivot. In addition, I couldn’t truly guarantee the customer was reading the cards, let alone making the emotional connection to start transitioning to more sustainable dressing habits. As a result, I created a side-project where I sold the same quality designs at a fast-fashion price; the catch was they had to make it themselves. Immersing my customer in the production process felt like a perfect answer to some of the issues I’d faced in my own business.

– I no longer had to manage deadstock as all sewing patterns were digital.
– This also drastically reduced my carbon footprint through minimising postage
– The items were both made to order and customisable with desired colours and fabrics
– Home sewn garments can be tailored to the wearer with supportive learning materials I began providing

Naturally, the customer demographic shifted slightly and I became further aware of the sewing community, but by marrying my formal luxury fashion training and experience with the me-made movement, Digital Pattern Library soon grew into something I never expected and a wholly digital platform was the clear next step. I now help unsure, unconfident creatives to stop feeling overwhelmed, uninspired or stuck by building well-fitting wardrobes that reflect who they are. This is achieved through my online membership, The DPL Atelier, where I teach the entire fashion process from design through to garment construction with my signature 3 month framework cycle.

It’s so rewarding helping people unleash their inner designer and build dream wardrobes designed, made and worn by them. I still release my own designs as PDF sewing patterns alongside other digital and online learning resources, but gifting the skills of creativity and confidence to my customers is awesome. After all, who better to design for you, than yourself?

My services alongside Digital Pattern Library are now provided under a business called Xandra Jane Design. Even this has evolved to a more sophisticated offering, given the experience (and awards!) I’ve collected along the way. I now help fashion-start ups and entrepreneurs navigate the industry and develop sustainable ideas to enter the market through design, pattern cutting, tech pack and creative consultation.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Digital Pattern Library, and in particular my fashion membership, The DPL Atelier, goes way beyond sewing patterns and unlike others in the sewing space; teaches the entire fashion process from design through to construction in a really easy-to-follow manner whilst providing a safe online space to creatively express yourself through clothing. I’m also more hands-on and provide bespoke support and feedback for my members, there’s a strong human element and sense of community because I’m there not only cheering them along, but often designing the same garment style alongside them. The only difference is my designs are then developed into sewing patterns, so my members not only design for themselves, but can create their own version of my designs too if they so wish.

A unique experience outside of the membership that I am deeply proud of is our 3 Day Design Challenge. This is a beginner friendly online event that I host four times a year and is open for anyone to take part. Over the course of three days, I set a creative brief and teach three fun and light-hearted workshops that guarantee creative liberation. Think of it like an online version of “Project Runway”; except you don’t have to make a physical garment. Not only do I design real-time alongside you, but we have fantastic prizes to give away and a 100% satisfaction rate for anyone who has taken part. If you think you’re not creative, I would encourage you even more to join this experience as I am so passionate about the fact that everyone has an inner fashion designer waiting to be unleashed. All you need is a piece of paper and a pencil, I’m there to cheer you on and guide you through the rest.

The response to this challenge has been nothing short of phenomenal and from the first time I hosted it, I knew I was onto something special. It really cemented the community aspect of my business and the rewards of encouraging people’s skills and creative confidence are genuinely the best part of the job.

This sounds really soppy, but I truly believe helping people create their own wardrobes that are designed by them, made to fit, created by them and gifting the skill of creativity makes for confident, happy people; and confident, happy people, make for a kinder planet. That’s one of my biggest driving factors within Digital Pattern Library. I also make this high-value level of education incredibly affordable with many fashion students often telling me how much more they learn through my platform than their expensive, three-year degrees! I guess I’m not only formally educated in luxury womenswear, but I’ve been in the industry for over a decade and I can combine all my unique experiences and ‘hacks’ into a one-stop destination.

It’s also a two-way street where I’m learning from my creative community regularly too. We share tips, tricks and sewing inspiration and are always keen to help each other.

From the offset, I knew I wanted to create a high-value, low-cost fashion platform as my personal experiences in the industry from illegal placements to companies with questionable ethics shaped my self-employed path. For those who don’t feel a membership is suited to their preference, I have online courses and PDF learning resources that break down luxury sewing techniques and pattern cutting methods in digestible formats. Not only can these be purchased separately, but I include a collectible fashion file pack with every sewing pattern, ensuring I continue to add value at every opportunity for the customer.

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Regarding Xandra Jane Design, my rounded experience from launching my own business, working for industry giants and providing freelance services means I truly look after my clients.

Again, my 100% satisfaction rate with my clients is a testament to this. I have worked with over 400 global brands including high-profile influencers with over 1 million followers to successfully launch sustainable and original ideas.

I’m more than just a designer as I bring business acumen to the table and a level of honesty that’s hard to come by in such an elusive industry. Whilst that sometimes means prospective clients don’t like hearing the facts or truth about how difficult it can be to launch a brand, those who I’m lucky enough to work with know they’re in safe hands and have someone in the industry they can trust with an approach that extends beyond the aesthetics of the clothes into a strategic plan to enter the market.

Whilst building a fashion brand sounds glamorous, often people do it for the lifestyle they dream it’ll afford them. I tap into this and really help to navigate their future to the bigger picture with a profitable clothing line.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Well, I’d undoubtedly share my partner’s hillside farm situated on Cardiff’s highest point. You’ll be hard pushed to find anywhere in South Wales with more breath taking views. I adore the fact my lifestyle balances the slow pace of the countryside with the fast pace of the fashion industry so I would ensure I reflected this with my visitors. Whether they wanted to take the adrenaline risk of riding my ironically named horse, Zen, around the mountain; or to drive the short distance to Cardiff city centre, I’d be sure to accommodate.

We could take the surf boards down to Rest Bay, Porthcawl and stop off for a cider in the sunshine at one of the local pubs. Walk my dog around the woodland on the back doorstep of my home. Visit my friend’s business, Margam Park Adventure; and rent some paddle boards on the lake and climb Pen-y-Fan, the highest summit in South Wales for a sunrise experience.

Once they had enjoyed their fill of the countryside (though I argue that’s not possible) I would take them to St. David’s Hall for an orchestra concert. We could eat at The Corporation Yard and browse the selection of local street food vendors. If they timed their visit well, a Six Nations match in the Principality Stadium would be an essential experience followed by a night out at Depot. If a dance wasn’t their vibe, a laugh at the Glee Club down Cardiff Bay would be just as exhilarating.

If we were pinching pennies, the stunning landscapes, mountains, beaches, national parks and waterfalls just a short drive in any direction from where I live would be the perfect escape. I am so lucky to call Wales my home.

Who else deserves some credit and recognition?
There are many people worth thanking on my journey, I don’t truly believe anyone is “self-made” without the support, encouragement or even passing conversations that can shape our path. Even those I’ve met on my journey that negatively impacted me, still taught me incredible lessons that benefitted where I am today.

– My Dad has been a guiding light in every aspect possible. Fashion is (in large) a very elitist industry, reserved often for those from a privileged background given the unpaid internships and expensive courses and formal training to name only a small number of barriers. I am no exception which is why the positive impact of my work and businesses both socially, ethically and environmentally are a large driving factor within my brand ethos. Even though Dad calls Burberry “Blueberry” and Tommy Hilfiger “Tommy Finger” – his unwavering support in an industry he’s not familiar with is the main reason I am where I am today. The small step-ups he’s enabled me to have were more than enough for me to get the ball rolling and become financially independent. Beyond this, his work ethic having ran his own successful serviced based company has really impacted how I conduct myself today with my grit, determination and ambition entirely credited and traced back to him.

– My partner, Ben, who I met shortly after moving home from London back in 2016, has also supported me with incredible generosity alongside his family who have been so welcoming and encouraging. They allowed me to build a temporary studio on the farm which I had between 2018 and 2020. He too has an unwavering work ethic that inspires me and feeds into my own approach, as anyone familiar with the commitments of farm life will understand! Thanks to him, I rediscovered my passion for horses and started to improve my work-life balance with the slower more relaxed pace of the countryside. I now get to support the growth and development of his business by managing his marketing, website and events (in my spare time!).

– I have endless friends who I couldn’t possibly express my gratitude to enough, that have been and continue to be by my side as I navigate the rollercoaster of entrepreneurship. Elizabeth, who I met following a talk I delivered at an industry retail event on transparent supply chains, approached me with questions on her own sustainable accessory business (Eliza Eliza) and we’ve been close friends ever since; meeting regularly for “accountability sessions”. Dina, who I connected with inside an online container for entrepreneurs, we virtually connect most weeks to talk through our goals, problem solve and celebrate milestones – she’s actually who referred me for this opportunity with Shoutout!

Website: www.digitalpatternlibrary.com / www.xandrajanedesign.com

Instagram: @digitalpatternlibrary / @xandrajanedesign

Facebook: @digitalpatternlibrary / @xandrajanedesign

Youtube: @digitalpatternlibrary

Other: TikTok @digital.pattern.library / @xandrajanedesign

Image Credits
Gemma Griffiths Photography Together and Sunspell Offspring Photography