Bianca Saunders: ”I believe in designing with purpose”

Rooted in her British Carribean identity, Saunders’ work draws from the rich social tapestry of her Anglo-Caribbean relations, exploring the psychology of men’s tailoring, identity and tradition through the lens of her South London upbringing. With a growing commitment to circularity, the brand also works with repurposing dead-stock and regenerative materials, ensuring sustainability remains a central focus.

Since launching her namesake label in 2017 – fresh from graduating from the Royal College of Art’s prestigious Masters in Menswear – Saunders’ rise as one of London’s most distinctive voices has been swift. She’s amassed an impressive list of accolades, including the BFC/GQ Designer Fashion Fund (2024), the New Establishment Menswear Award (2023), the ANDAM Grand Prix Fashion Award (2021), a spot on Forbes’ ‘30 Under 30’ list (2020), and a place on the Business of Fashion 500 (2023).

Now, as she prepares to join the Evo Fashion selection panel, we caught up with Saunders to to discuss her design process, building a brand in today’s fashion landscape and the one piece of advice she’d give to her younger self.

I started my label because I wanted to challenge the traditional notions of masculinity through tailoring and offer a new perspective that felt personal, honest, and reflective of my background. I didn’t see many brands speaking to or representing the nuances of Black identity in fashion, especially in menswear. A turning point came when I was selected for the NewGen programme and then showed in Paris for the first time! That exposure opened the door to international retailers and press, which helped solidify my brand’s presence on a global stage.

Sustainability is built into the way we think about design. I focus on longevity and making pieces that are made to last and feel timeless, rather than trend-driven. We use responsible materials where possible and produce limited runs to avoid overproduction. I also believe in designing with purpose: each collection builds on the last, often reinterpreting and reworking archive pieces, which naturally encourages a circular approach.

Clarity and community. You have to know exactly what your brand stands for and be able to communicate that consistently across every touchpoint, from the product to the storytelling. At the same time, building a community around your work is crucial. People want to buy into a brand that represents more than just clothing; they want to feel part of a world. Integrity and authenticity are what make a brand stand out today.

Trust your instincts, and don’t feel pressured to do things the traditional way. There’s no one path to success, and often your uniqueness is the very thing that sets you apart. Also, get comfortable with the business side early… creativity will always be your foundation, but structure will help your vision grow.