allitera is made my me: caroline choi! 'allitera' refers to the alliteration in my name, and the repetitive nature of yardage printing. in the logo the 'L's' suggest my print table... my pride and joy... while the little 'o's' suggest the printers on either side, one being me!

i have a background in art history and paintings’ conservation, and have worked as a curator and a conservator in galleries both locally and abroad. the artwork and artefacts i was passionate to display, conserve and research inspire much of my design.

i particularly enjoy contemporary and asian art, and spent 3 years in viet nam conducting research into the contemporary art scene there. i fell in love with the people, the culture and of course the cuisine! a part of my heart remains forever in ha noi.

nature also inspires much of work. i am fascinated by the microscopic worlds of insects and rockpools. the colours, textures and smells of nature are a constant source of wonder.
equally i love aspects of the man-made: street art, crumbling walls, decaying facades and crackling paint. i love bright city lights and the mad hum of people in market places. i love the cacophony of sights and sounds in enormous overflowing cities, as well as the quiet and quirk of back-streets and old 'one-horse' towns. i relish the child-hood wonder one can experience in new countries detached from the restrictions and conventions of language.

retraining in textile design was a revelation- it has been so good to reconnect with the wonder of making and to use my hands as well as my head. with allitera i hope to create comfortable, versatile, elegant & sexy clothes for women in the 30+ bracket. all with simple cuts and natural fibres- clothes that move & breathe x