Faces of Fashion
Craig Hough talks to best friends Shola Asante and Agnès Cushnie about their brand Sante + Wade which is breaking the mould in women’s footwear
You’ve been friends for over 25 years – where did you meet and what brought you together?
Agnès: We met at a fashion modelling show where believe it or not we were both competing! We became friends instantly and I was drawn by her energy and ability to bring a smile to people around her.
Shola: A modelling competition seems an unlikely place for a friendship to form but that’s what happened. I think we are often attracted to people who have the qualities we lack and I was certainly drawn to Agnes’s calm, poise and killer sense of humour.
Shola, you have background as a financial news BBC TV presenter and Agnès as a creative director and marketing director of a fashion label. How was the concept for Sante + Wade created and put into action?
Agnès: Shola came to me with the brand concept. She had started transitioning to a new career in footwear design and was working on initial prototypes when I stepped in. I used my expertise in the fashion industry to help frame the idea into an actionable business model.
Shola: The concept was born out of my own frustration at being unable to find the styles that I wanted in the sizes I needed. Back then the pickings were very slim indeed and I wanted to solve a problem for myself and the countless other women I knew who were struggling with the same issue.
How would you describe your customer?
Agnès: Our typical customer is a woman who is confident and in control of her narrative. She may step outside the norm, but she wants the same opportunities as the girl’s next door. She wants to look her best without compromising on who she is. Our motto is to turn every customer into a modern Cinderella.
You are both breaking the mould as far as women’s footwear goes, promoting body positivity and inclusivity for stylish plus sized shoes. Why was this important for you?
Agnès: We believe in what we stand for and advocate first and foremost because we are our own customers and understand the frustration many women experience. I am a size 42 and has always struggled to find high quality and on trend shoes that fit. In today’s marketplace in which inclusivity is at the forefront, Sante + Wade is one of the biggest disruptors.
Shola: Inclusivity and body positivity are not just buzz words for us. Agnes and I both have skin in this game. We have both struggled to find footwear that met our needs in the past. The idea that a sizable proportion of the population should just make do is no longer acceptable. Women who require non-standard sizing, be that for clothing or footwear, have been a silent majority for too long. But they are silent no more and demanding to have their needs met. It’s wonderful to see the industry beginning to change as a result and we are proud to be part of this movement.
Where do you take your inspirations for your collections?
Shola: Inspiration can come from anywhere but for me it comes especially from interesting lines and textures. I love how lines cross over each other to form shapes and patterns– you see that obviously in architecture but also in jewellery too and it’s incredibly important for shoe design. I love leafing through catalogues of fabric and leather swatches. It’s a wonderful sensation when your fingers graze against a beautiful piece of material. There is an emotional power that comes from touch and I can know in an instant, exactly what kind of shoe I would love to make with that material.
What designers and business owners have inspired you and your business model?
Agnès: I was lucky to have personally met my fashion hero, Jean Paul Gaultier when I was young. I arrived late at one of his castings and he just offered me to sit and enjoy a meal with his friends. It was a bit surreal and I’ll always remember his kindness. He championed diversity and inclusivity on the catwalk and his aesthetic blurred elements of men and women wardrobes. In many ways he was such a precursor of things to come.
Shola: I have always had a passion for shoes and there are some incredible footwear brands that I admire, such Aquazzura, Roger Vivier and Pierre Hardy. On the clothing side I am inspired by independent labels. Louisa Parris is a great favourite of mine and I love the way she plays with prints and colour.
As this is our travel issue, what would you recommend to readers to pack from your current collection on their next break away?
Shola: On holiday I always want to be comfortable but at the same time I need at least one pair of shoes that I can dress up if required.
Lara is one of my favourite styles. A block heel sandal with asymmetric straps that literally goes with any outfit and comes in wonderful summer colours – a neutral beige, pale pink or a more fiery coral.
Adanna is a block heel sandal with double straps that comes in burnt orange and sky blue. Easy to slip on and off, it’s a perfect summer sandal.
Dahlia is a flat gladiator sandal with asymmetric straps. It comes in a beautiful sage green and light pink, as well as a dark tan leather.
Amma comes in white, black and burnt orange. This comfortable slide is always in popular demand. I love the gold eyelet and raffia strap detail.
Naima is part of our new collection. A square toe slide with folded toe strap and a gold chain detail. These shoes will make you feel like a million dollars.
What is next for Sante + Wade in 2021?
Agnès: After successfully launching online two years ago, we recently started to create a wholesale channel for the brand, enabling us to tap into additional geographic markets. 2021 will mark the start of our expansion in terms of distribution channel. But mostly I hope it will bring a sense of renewed optimism for everyone.
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