by Lucie Kelly

The V&A in Dundee is currently playing host to its popular Mary Quant Exhibition. “Inventive, opinionated and commercially minded” are qualities which lead the V&A to crowning Quant the “most iconic fashion designer of the 1960s”. The collections displayed at the museum showcase some of Quant’s most daring and popular pieces, whilst bringing the visitor through a chronological timeline of her work. Quant’s clothes were original and imaginative, and their unique qualities were crucial in developing the famous ‘swinging sixties’ movement.

I visited the Mary Quant exhibition in a somewhat spontaneous trip with a good friend of mine. We happened to be walking by, at Dundee’s Riverside, when I vocalised my interest in Quant’s work, and he suggested we looked around. Quite simply, I loved it. I found her pieces, which dated from the 1960s to the 1970s, timeless and beautiful. The displays were immaculate; rows of mannequins smartly dressed in some of Quant’s best work. The outfits were classic and chic yet had a distinctive element to them.

Inventive, opinionated, and commercially minded are positive attributes also possessed by Courteney Grieve, owner and founder of the Dundee clothing brand ‘Wild Violet’ (@wildvioletclothing_ on Instagram). Grieve started her business on 6th March 2019 and her and her business stand for women-empowerment through high-fashion clothing pieces. Having found Wild Violet through social media, I made a few orders before beginning to have a few interactions with Grieve. Her positivity and desire for inclusivity were instantly evident. I knew her business was one which I wanted to support and promote, and so when the opportunity to become a Brand Ambassador for WV, I jumped at the chance. I have been a BA for Grieve’s business since early September last year and have loved the opportunities it has brought for me, including giving me a topic to write on for this article!

There is a hugely unique element to Wild Violet’s clothing, which is intensified by it being a local and organic company. With launch upon launch, Wild Violet remains ahead of the current trends, while always including a distinctive and individual twist on the latest fashion movements. While researching for this article, I found some of Wild Violet’s pieces resembled Quant’s work as well as being modern and trendy. Hints of Quant’s work are still hugely prominent in today’s fashion, and Grieve has woven this through her own launches seamlessly. A fashion resemblance which stood out to me is seen in the necklines of the WV Houndstooth Sweater Vest (2020; pictured above), a fashion piece which is growing in popularity, compared with an original Quant dress (1961; pictured below) and with a V-neck sweater, designed by Quant (1962; pictured below). Elements of Quant’s work are incorporated in several modern fashion trends, with this being just one example.

Not only are some of Wild Violet’s clothing pieces eminent of Quant’s, but the company’s ethics and morals are reminiscent of what Quant herself stood for. Quant’s determination, flair for design, and influential quality are all attributes which can be accredited to Wild Violet and its founder. In a recent interview with Grieve, she expressed that “Wild Violet is more than a fashion brand. We are a community of women who empower one another to love themselves, as they are”. Grieve has summed up the innovation and unique element which sets Wild Violet aside from the rest, and has picked out the assets of her company which, in my opinion, make her and her work comparable with Quant’s. Describing her role as business owner, she expressed how she “[aims] to be extremely transparent… and [feels] as though it is extremely important to show [her] own personality…”. This proves her passion and authenticity in regard to her business and her interaction with customers. She continues “I really feel like this helps me to lead by example to show other women that it’s so important to be yourself and use your own unique personality, to your advantage” - this is incredible eminent of Quant’s own influential quality and bold determination to express empowerment through fashion. Grieve uses her own personality and voice to support women and encourage them to do the same, and continues to attract a huge following and reach through her social media platforms, building on an incredible group of Brand Ambassadors who support the core values of her company. Grieve’s business and its impact on society are a huge credit both to herself and to Dundee, just as the display of Quant’s work in the V&A Museum is to the city. Dundee is an incredible city of culture, and this is heavily expressed through the different fashions it is home to.

ST.ART does not own the rights to any images used in this article.