8 questions with Alice and Molly Goddard, fashion’s coolest sibling duo by Slow Waves

Alice and Molly Goddard discuss dress-ups, Avril Lavigne, and three decades of collaboration

By Clara Malley for Document Journal


Since childhood, Molly and Alice Goddard have enjoyed a close, at times adversarial, creative bond. From dressing up in tinfoil and emulating 90s pop stars, the sisters’ fashion tastes zig-zagged together and apart, as Molly pursued a career in fashion design and Alice in styling, the two developing reputations in their own rights. Molly launched her eponymous fashion line in 2014, while Alice juggled editorial styling with publishing her biannual zine, Hot and Cool. But in the midst of hectic, individual success, the sisters have continued to maintain their collaborative relationship, with Alice styling Molly’s London Fashion Week presentations.

In Molly’s London studio, the sisters read each other questions sent by Document. Their off-the-cuff conversation spanned early inspirations at Portobello Market, meandering style evolutions, and why, if you can, you should work with your sister. 

Molly Goddard
—Ok, recording. ‘What are your first memories together that involve fashion?’ Dressing you up. I used to make you clothes out of, like, everything. 

Alice Goddard—Tinfoil.

Molly—Tinfoil, jewelry, put makeup on you. Probably when you were about four and I was about seven.


Molly—What else do you remember?

Alice—I don’t know. Playing fancy dress.

Molly—Yeah, fancy dress.

Alice—And, I don’t know, just being your little mannequin. 

Molly—[Laughs] Yeah.

Alice—And not really enjoying it. [Laughs]

Molly—I think you did enjoy it.

Alice—Deep down. [Laughs]

Molly—You should answer the next question.

Alice—‘Do you consider yourselves to have similar personal style?’ I think, now, yes, but growing up, not so much.

Molly—Growing up, not so much. I was quite J-Lo.

Alice—And I was quite Pete Doherty.

Molly—Yeah, you were more indie, I was more…

Alice—Brown tracksuit.

Molly—Yeah, velour brown tracksuit. [Laughs] And Benetton. 

Alice—Really? Like what?

Molly—I used to love my Benetton t-shirts. 

Alice—And I remember you had those pink driving loafers which were so good.

Molly—Yeah, pink driving loafers, low-slung jeans, Benetton t-shirt. That makes me sound really posh but it wasn’t posh. It was like Mike Skinner. And you were more…


Alice—My typical outfit was leopard-print leggings, fake Vivienne Westwood pirate boots, denim mini skirt, Batman t-shirt, and yellow plastic gun earrings.

Molly—That was good. That was when you were like 14, though. That was very good. 

Alice—That’s what I remember wearing all the time. 

Molly—I don’t know what I used to wear. I wore a lot of different things. But yeah, now we’re more similar. More classy. [Laughs]

Alice—More classy. [Laughs]

Molly—‘Who are fashion icons you grew up with that you think inform your work now?’ Ugh. I don’t like this question ever. I don’t know… Fashion icons is hard because it changes, doesn’t it. Do you have any?

Alice—Not [ones] who we really grew up with. 

Molly—It really varied, I suppose…I would watch music videos. You would watch “Survivor” by Destiny’s Child.

Alice—I suppose we both really liked those Vogue Runway magazines. I remember loving Luella [Bartley] and Marc Jacobs. That probably is a lot of what informs our work now to a degree.

Molly—Yeah. I think, also, it’s quite hard because you don’t sit around thinking, ‘This is an icon I admire.’ I didn’t really have that kind of obsession about things. Actually, thinking about it…I think Portobello Market was quite a big influence, and there were people there who I think were icons in a way. Like Mum and Dad’s friend, Evie. She used to wear very interesting clothes, and I’d always try to dress up and think about, ‘What would she think of my Red or Dead platforms or my tie-dye t-shirt?’ I think growing up in Portobello you kind of weirdly made an effort to look interesting. Do you think?

Alice—Yeah, I don’t feel like there was any single icon in celebrity way…I remember that I loved Lara Croft, actually.

Molly—Yeah, you did. 

Alice—I don’t know if that’s really had any influence on me now. [Laughs]

Molly—And I think it’s hard because you say one thing and then it kind of sticks. There was a phase where I definitely tried to dress like All Saints but only for one short period of time. 

Alice—[An] Avril Lavigne phase I think I had. P!nk phase.

Molly—Yeah, it’s hard.

Alice—‘Most stylish member of our family.’ Our Granny’s quite stylish.

Molly—Yeah I think our Granny’s quite stylish.   

Alice—She likes a brooch on her fleece.

Molly—[Laughs] Yeah she does like a brooch. She always looks very stylish. Mum and Dad are pretty stylish.

Alice—Yeah they’re pretty stylish. We’ve got quite a generally stylish family.

Molly—Yeah they’re not bad. ‘What is the best part about being sisters?’

Alice—I think we don’t have a choice. [Laughs]

Molly—I think laughing. Like we can be a bit silly. 

Alice—Working together. Being able to work together as sisters is pretty good actually.

Molly—It is pretty good.  

Alice—And being able to have fun and spend lots of time together. Aww, it’s quite nice. 


Molly—It is nice. It makes things very easy because we kind of already know what each other means before you even really have to say it. You don’t have to explain shit that you would to other people. And in the time we save doing that, we get to have a laugh. 

Alice—[And] talk about our favorite chocolate bars. [Laughs] I always find it funny when I have friends who aren’t similar to their siblings at all. Well, I suppose it might be nice to have a sibling who you’re not similar to, but it’s amazing that we’re so similar even when we’re not together. And we don’t fight at all.

Molly—And everything kind of complements. Like, what you like and I don’t like makes it interesting. We tell each other when we’re being stupid or annoying.


Molly—[We] can be very honest. 

Alice—’How would you describe each other in three words?’

Molly—Oh dear [Laughs]. I think you are goofy.




Molly—And stubborn. Are those all a bit rude?


Molly—But stubborn in a good way. What’s another word for that? Strong-willed.

Alice—Awww, that’s nice. I was just going to say ginger, smiley, and nice. [Laughs]

Molly—[Laughs] You can do better than that.

Alice—I don’t know, it’s quite hard to be nice to each other, isn’t it? And serious?

Molly—It is quite hard. 

Alice—We weren’t brought up to be nice to each other.

Molly—No. [Laughs] That’s alright. ‘Ginger, smiley, and nice.’

Alice—I think you’re very nice and giving to the people that work for you. That’s what I think. You’re a nice boss.


—[Laugh] Okay, that’s alright. Thank you, that will do. ‘Discuss your childhood together and what’s brought your careers to this point.’ We’ve kind of worked together from the beginning, haven’t we?


Molly—I remember there was a point where I thought you were doing loads—when you started Hot and Cool, that was before I was doing anything. I was in Uni. I remember being very impressed with that.


Molly—We’ve kind of had a nice balance of, like, gearing up together. And now we get to work together…It’s all quite separate, the work we do together and what we do otherwise. Our work together is kind of just purely creative, working on the show….

Alice—I suppose what I mean about siblings who aren’t similar is that it must be funny to have a sibling who doesn’t fully understand what you do. It’s so nice that we both understand completely what we do and can help each other.

Molly—Yeah, and I think you’re the only person who actually understands what I want to do, which is what’s nice. No one else gets it.

Alice—I think I can do a better three words.

Molly—Alright. Are we done? Are you trying to think of three words?


Molly—What was mine? Strong-willed…

Molly and Alice—Clever.

Molly—Goofy. Is that good? I think that’s quite good.

Alice—Yeah. I’ll take that.

Molly—You need to go with the first thing that comes to mind.

Alice—Ginger, smiley, and nice [Laughs].


Alice—Clumsy, generous, and…

Molly—Stunning [Laughs].

Alice—Stunning, visionnaire [in French accent]. 

Molly and Alice—[Laughs]

Alice—Alright, that’s enough.

Molly—That’ll do.

MOLLY GODDARD SS19 by Slow Waves

Molly Goddard is our kind of girl.

All good vibes and inner confidence, she dresses to please herself. Just listen to how Goddard describes her SS19 muse as “slightly flush… unsure whether it’s down to sunburn or the cevezas, but she doesn’t care it becomes her.” It certainly does.


Frills, created by gathering tens of metres of cotton into architectural volumes were the name of the game here. It’s what Goddard is know for, but she injected plenty of newness. How about a pair of Molly Goddard culottes with an explosion of ruffles at the hem, or an unstructured tulle housecoat? There were fully sequinned options too including a teeny tiny skater dress which conjoined the bad girl attitude of Tonya Harding.


Speaking of bad girls, Goddard introduced a vamp element, with slashed-to-the-waist frilled party dresses. There was plenty to please the Goddard super fans, who tuned up in their voluminous smocked finery but it was also great to see Goddard push her aesthetic with new shapes and structures. We raise a glass of ceveza to that.


Words by Claudia Croft for 10 Magazine

Tim Walker and Molly Goddard Launch Book Collaboration by Slow Waves


“Patty” spans Goddard’s archive of work, dating back to her debut 2012 collection.


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LONDON, United Kingdom — Fashion photographer Tim Walker has partnered with London-born designer Molly Goddard on a collaborative photo book titled “Patty.” The book, which was styled by Molly’s sister Alice and art directed by former British Vogue creative director Jaime Perlman, looks at Goddard’s archive, dating back to her debut 2012 collection.

Pages printed with new images of models, friends and family members wearing Goddard’s signature smocked tulle dresses, elasticated-waist tops and ruffled a-line skirts feature in this tome. “We used the clothes to enhance aspects of one’s personality to show who they are,” the designer tells BoF. “Some people are covered in dresses and have the confidence to do that, while others wear their own clothes and hold the brand’s clothes. It was all very free flowing.”

Having graduated from Central Saint Martins with a BA in fashion knitwear in 2012, followed by a MA in 2014, during which she interned with John Galliano and Meadham Kirchhoff, Goddard quickly gained traction for her traditional hand-craft techniques such as hand pleating, smocking and crocheting, as well as for her charming set-designed presentations early on in her career.

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Goddard’s vision — distinctive and dreamy, much like Walker’s — captivated the imagination of the fashion world as well as celebrities like Rihanna, Zendaya and Agyness Deyn, who have all worn her designs.

The designer won the British Emerging Talent award at the 2016 Fashion Awards and was a 2017 LVMH Prize finalist. This month, she was also announced the winner of the BFC/Vogue Designer Fashion Fund, granting her the top prize of £200,000 (about $272,000) and a year-long mentoring scheme.

Goddard’s win seals an impressive year for the designer, who has never relied on outside investment. The launch of the book marks a symbolic next step for Goddard, as she looks to grow her business where sales are expected to exceed £1 million ($1.35 million) by the end of the year.



Article by Christopher Morency for Business Of Fashion


BFC Vogue Designer Fashion Fund 2018 Shortlist Announced by Slow Waves


Congratulations to Molly Goddard for being shortlisted for the BFC/Vogue Designer Fashion Fund 2018, announced yesterday by the British Fashion Council (BFC).



Established in 2008, The Fund aims to discover new talent and accelerate growth over a twelve-month period through mentoring and awarding a cash prize of £200,000. 

The shortlisted designers will be interviewed by the Fund Judging Committee on Thursday 15th March 2018 at Mortimer House, London W1T 3JH with the winner being announced on Tuesday 8th May 2018.

Previous winners of the BFC/Vogue Designer Fashion Fund include Christopher Kane, Erdem, Mary Katrantzou, Mother of Pearl, Nicholas Kirkwood, palmer//harding, Peter Pilotto and Sophia Webster.

Office Magazine- Molly Goddard by Slow Waves


Molly Goddard’s work often reclaims a traditional feminine aesthetic that has long symbolized, if subtly, the oppression and societal strictures of young womanhood. The British designer’s bright, embroidered smock dresses—baggy, ruched, something fit for a doll—are girly, and yet still leave room for you to breathe, and, if you fancy it, to not be girly at all. Goddard appreciates a youthful sort of anti-fashion sense, finding inspiration in the way kids appear “when they’ve obviously dressed themselves, and are looking a bit mad.”

Do you ever sort of get pushback or any criticism from using the term “girly”?

I don’t know, I think I use it very lightly if at all. I don’t want to be too closely associated to that because I think it has the kind of connotations that aren’t completely positive. But I think it’s a useful, descriptive word. I don’t think it’s a bad word. I don’t know, I guess I’m always keen to not be put into that bracket of pretty, girly clothes. My clothes are a bit more than that. I’d like to think so anyway. [laughs] And I’m not very girly.


What’s the most interesting or inspiring way you’ve seen someone style your clothes?

There was a Beauty Papers thing someone did and I thought that was really lovely because it was about skin, and skin through the tulle which was really amazing. I think Tim Walker and Jacob K did a Vogue issue that I loved. They used my stuff in a few things and it was really transformed. There were two shoots—one with Kate Moss which was really romantic and another one which was a bit weirder and darker. And it was nice to see the two in the same issue. Then also my sister Alice Goddard, she’s a stylist and she always uses my things. I always like seeing what she picks because often what I don’t imagine she’d like is what she ends up picking. So I think that’s interesting to see. And we work closely together on the collection.



What do you wish there was more of in the fashion industry today?

Maybe more money? [laughs] I don’t know, I’d say money because it was really fun when everyone had loads of money to do really frivolous shows. There aren’t many things that are meant to be quite so frivolous as fashion, so I think it’s kind of a good thing to celebrate in that way. But then I also find I’m most creative when I don’t have the money to do something. And we definitely always work on a really tight budget. I suppose I wish there were more of the theatrical shows that there used to be.


Read the full interview by Rachel Hodin for Office Magazine HERE


LVMH Prize 2017 by Slow Waves


Congratulations to Molly Goddard and Yoon Ahn, two of our designers who have been shortlisted for the LVMH 2017 edition!


BA in Fashion Knitwear Central St Martins London 2009 – 2012
MA in Fashion Knitwear Central St Martins London 2012 – 2014
Lives and works in Ladbroke Grove, London Molly Goddard specialises in traditional hand-craft techniques such as hand pleating, smocking and crocheting. Her collections are held in some of the most prestigious stockists worldwide including Dover Street Market, Trading Museum Comme des Garcons, I.T, Browns, Boon the Shop and Club 21 and won the Emerging Talent award at the 2016 Fashion Awards.
Her work touches upon themes of special occasions, nostalgia and coming of age, often taking inspiration from party dressing and Sunday best.
The techniques that she utilises serve to create clothes that are both delicate and fragile, but the character she designs for conflicts with the beauty of her technique, and brings a clumsy and charming awkwardness to her silhouettes and fabric combinations.


Designer and visual director of AMBUSH®, an experimental line of jewellery and apparel which she launched with VERBAL in 2008.

Raised in the US, she pursued studies in graphic design in Boston before moving to Tokyo where she developed the DNA for AMBUSH®. YOON has expanded the brand’s realm through collaborations with Louis Vuitton (Kim Jones), Sacai and UNDERCOVER. Her creative talent was recognized by Pharrell Williams who personally selected her to work on the Adidas SUPERSTAR campaign. AMBUSH®’s collaborative capsule collection with Shu Uemura launches this Spring. She draws her influences from people and the way they live.
Listed among Business of Fashion’s Top 500 People influencing the global fashion industry in 2015 and 2016, YOON opened the brand's first store, the AMBUSH WORKSHOP in Tokyo last year.


GO MOLLY GODDARD!!! by Slow Waves


Congratulations to Molly Goddard who won the award of British Emerging Talent at the Fashion Awards this Monday at the Royal Albert Hall!

We're proud to be the exclusive stockist in Australia for her SS17 collection, coming soon!