ROXIE SWEETHEART

Roxie Sweetheart was started by Michelle Lauren Hirst, an award-winning young entrepreneur, designer and artist. Taking inspiration from diverse sources, from Tokyo’s vibrant fashion scene to vintage illustrations, Michelle has built up a stunning selection of unique pieces that combine the sweet with the street, and incorporate her gorgeous hand-drawn designs.

The words 'Cute' and 'Kawaii' ultimately have the same meanings - however with Roxie Sweetheart the word 'Cute' relates to the British origin of the brand (and inspiration from vintage childrens illustration and toys) The word 'Kawaii' relates to the Japanese influence on the designs - fashion, culture and music

“The vibrance, whimsicality and sheer (sometimes twisted-) cuteness of Japanese art, design and fashion has always inspired me”, says Michelle. “Japanese design is unafraid to explore colour, texture and innovative ideas. My first memories of Japanese design are from Sanrio’s Little Twin Stars. Today, my design work continues to be heavily influenced by Tokyo street style, manga comics and artists such as Walt Disney, Junko Mizuno and Fafi. I love to combine hand-drawn illustrations with computer-aided design into wearable pieces. Creative expression is my passion!”

Recently worn by Kerli and MariMoon ~ featured by Dove (Unilever), Gothic Lolita Wigs, STATUS Magazine, Marie Claire, Professional Jeweller Magazine, Brides Magazine & NEO Magazine, as well as on the official Kyary Pamyu Pamyu 100% World Tour website and ZIP! TV (Nippon) Japanese TV!