In Conversation With Lucy Hinckfuss - LUUDA

Luuda began as an artistic outlet for designer Lucy Hinckfuss - a space where creativity could flow freely, unbound by restriction. “I wanted to work on my own designs in an environment where there were no rules,” she explains. This spirit of experimentation is evident in every piece, from the first sketch to the final hand-dyed finish.

Tie-dye is central to Luuda’s story, a technique that introduces mood and detail in a way that ensures each piece is unique. Her approach to design is hands-on. “There’s a lot of cutting things up and trying things on in different ways to develop styles that are recognisable yet have a point of difference,” she explains. “Creating the various colour stories is always very experimental, and it’s exciting to develop new palettes by hand. I try to develop dying styles and colours that contrast the previous season.”

The Luuda ethos – with a focus on natural fabrics – is not dissimilar to ours. There’s a sense of elevated ease. Everyday pieces are elevated through considered colour combinations and textures, from lightweight muslin linen dresses to silk and cotton essentials. “I’m drawn to fabrics that feel as good as they look,” Lucy says, “ones that sit beautifully on the body and hold their shape while maintaining a sense of ease.”

Sustainability is integral to the process. At Luuda, nothing goes to waste. Leftover materials are repurposed into new designs, a philosophy that resonates with our commitment to longevity and thoughtful design.

Collaborating with Jac + Jack was a natural extension of this ethos, explains Lucy. “It was a very organic collaboration. We started with a few of our existing designs that complemented the Jac + Jack range, and then I developed samples that sat well with their colourways.”

As for personal style, “I’d say I'm a bit of a chameleon. However, when I’m putting an outfit together, I like clean lines and finding the right mix of femininity and fun,” she says. “Good shoes and jackets, however, can make or break an outfit.”

Looking ahead, Lucy is excited by the possibilities. New collaborations, new creative challenges, and taking the label into new spaces. Her journey continues to be guided by the same principles that shaped its beginnings - a love of colour, craft, and the freedom to create without limits.