Louise McArthur

With a background in Graphic Design and Art Direction within the fashion industry, my creative roots have always been grounded in storytelling and aesthetics. For the past five years, I’ve launched my own brands within the fashion industry, navigating the relentless rhythm of seasonal collections. Over time, I found myself growing tired of the pressure to keep producing. The constant demand for pace, perfection and price is often at the expense of materials, land and people. This discomfort led me to pause and step back, choosing instead to re-root my practice in something slower, deeper and more connected. I’m currently studying for a Master’s in Regenerative Design at Central Saint Martins, where my work explores the potential for fashion to reconnect us with land, farming and fibre. I now focus only on natural fibres, particularly flax, and how we might rebuild forgotten systems of local production, working with the soil rather than against it. I grow and process flax by hand, design with raw fibre, and explore new pathways for craft and place-based materials. My practice sits at the intersection of farming, storytelling and fashion – asking how what we wear might honour the land it comes from, and those who care for it. Only Natural felt like the right space to share this journey. Not just as a designer, but as someone actively trying to unpick and reweave a more honest relationship between materials, nature and self.