Levi Palmer and Matthew Harding, the creative minds behind Palmer Harding, are brimming with a sense of calm after their recent summer break. This sense of R&R is not just a result of their vacation but also a reflection of their thriving business, navigating the challenging retail landscape with aplomb. Their journey into the world of direct-to-consumer fashion has allowed them to gain invaluable insights into the preferences of their customers.
The most revealing feedback has come from the chat widget on their website, providing a direct line of communication with their audience. “It’s very easy to forget that the clothes actually have a purpose out there in the world,” Harding observes. “If you just focus on the creativity, that’s really fun for you, but not necessarily great for people to buy into.” This realization has pushed them to understand their customer’s needs and desires in greater depth, fostering a strong connection that resonates deeply.
A recent trip to Paris further solidified this understanding. A top client, who owns a remarkable 15 Palmer Harding shirts, also boasts an impressive collection of three Richard Serra works, an artist whose aesthetic has profoundly influenced the designers from the outset. “When you have those relationships with your consumer, you really get to understand their point of view and their mindset. It’s exciting, it validates the work that you do,” Palmer remarks, highlighting the importance of these personal connections in their creative process.
So how does their Spring 2025 collection fit into their customer’s wardrobe? The word “weekend” is a recurring theme, reflected in separates and dresses crafted from cotton, light-wash denim, and taffeta. These pieces are designed to embrace the relaxed yet stylish spirit of casual leisure.
“Our approach is very sculptural, very hands on fabric,” Harding explains, emphasizing the meticulous attention to detail and the unique approach to draping that defines their aesthetic. Each collection begins with Palmer experimenting with fabric manipulation, and this season, the starting point was two semi-circles.
Inspired by their evolving polyamorous relationship, these semi-circles represent a “lover’s embrace,” forming the foundation for a series of fluid silhouettes. The designs incorporate curved panels, their signature flounces, tied waists, and flowing sleeves, cascading to the ground like waves, hence the nautical color palette. “It’s not necessarily about that early, exciting kind of sexual tension,” Harding clarifies. “It’s this kind of almost calm realization, and almost like a knowing, in a relationship.”
The collection’s pinnacle is the final look, a cobalt dress with an asymmetric peplum. This striking piece embodies the essence of their creative vision, where multiple forms seamlessly coalesce into one, mirroring the intertwined relationship between Palmer, Harding, and their loyal customers.
