Why So Serious: a new luxury fashion brand inspired by culture

Launched in 2013 by Terri-Leigh Finnegan, Why So Serious is a luxury brand that strives to give back to society by developing its designs from cultural and political issues. Acknowledging a gap in the industry, the fashion and marketing graduate decided to create a label based on its surroundings, rather than trends. Collections utilise sturdy, durable fabrics to produce powerful, masculine silhouettes, reflecting the brand’s identity.

What was your motivation to launch Why So Serious and what does the brand stand for?

Terri-Leigh Finnegan: I launched Why So Serious after finishing university. I struggled to find unique, good quality clothing and noticed that many designs were based on uninspiring objects, such as flowers and shells. I realised that if my designs were developed from something of importance, such as another culture, researchers could help themselves to various images and symbols, but walk away from a typically poverty-stricken community with a clear conscience. Each piece in our collections tells a unique story and a percentage of its sales’ price is given back to the society that inspired it.

What type of woman do you design for?

I design for the 18-35-year-old female working in a creative industry such as media, fashion or art, who enjoys wearing exclusive pieces that stand for more than just fashion. The Why So Serious women are strong, driven and creative.

Which retailers do you currently sell with?

We are currently sold online within ASOS Marketplace, Etsy, Perry Nelvill, The Hub Marketplace, Wears London and Not Just a Label.

Your label recently took part in Oxford Fashion Week; how did you rate this experience?

It was brilliant. Oxford Fashion Week has a great following and the concept show was based on the jungle – a great match for our Liverte Ou la Morte collection, which was based on Haitian voodoo. The show was fantastic and it gave me a taste of things to come. We are currently organising a show in September alongside London Fashion Week, so keep your eyes peeled!

Which celebrity would you most like to see wearing your designs?

The obvious one for me is Beyoncé, a creative and strong woman with a beautiful figure; I would also love to see Florence Welsh in one of my pieces. Kate Nash has already worn Why So Serious for Berlin Music TV – a great highlight for me!

What do you hope the future holds for Why So Serious?

As I mentioned before, we are signed up for London Fashion Week in the autumn – a huge milestone, which I hope will lead to involvement in the scheduled shows. I also plan to expand into boutiques in London, Berlin, Stockholm and, eventually, New York. 

Why So Serious aims to be as renowned as Alexander McQueen and Vivienne Westwood – in our view an eminently achievable objective. 

Rebekah Absalom

For more information on Why So Serious visit here.