The Interview: Jodie Kidd, the leading model turned entrepreneur on creating slow fashion brand Manava

Jodie Kidd is one of the best-known models of her generation, having been discovered at the age of 15 and going to walk for revered fashion names including Alexander McQueen, Givenchy and Moschino, and fronting global fashion campaigns. 

Outside of fashion, Kidd is known for her love of horse riding and motor racing and in 2021, in the wake of the pandemic, she added a new line on her CV; that of brand founder. Manava, with its relaxed, off-duty, essentials is not only a reflection of how Kidd lives, but also her values.

The brand uses natural, sustainable materials and works in partnership with suppliers who prioritise craftsmanship and the wellbeing of their employees. New product is launched as and when it is ready and, at a time that respects the timetable of the suppliers.

Kidd talks to TheIndustry.fashion about the story and philosophy of the brand, her plans for future growth and the designers and style icons who inspire her.

You launched Manava in the wake of the pandemic, was it a “lockdown idea” or was establishing your own brand always part of the career plan?

Manava wasn’t a spur-of-the-moment lockdown idea, but the pandemic certainly accelerated it. I’d always felt that at some point I wanted to create something of my own, something that reflected how I actually dress and live. Lockdown gave many of us the space to reassess what really matters, and for me that was quality, longevity and simplicity. I realised I didn’t need more clothes, I needed better ones.

Tell us about the vision you had for Manava at the outset in terms of the aesthetic and the ethics?

I’ve spent decades around fashion, and I’ve seen how quickly trends move. I wanted to create pieces that feel relevant year after year, comfy, elevated essentials with quiet confidence. Ethically, it was non-negotiable that we use responsible production and the range is always centred around using natural fabrics and materials that are breathable and kinder to your skin and the planet.

How did you go about getting the collection off the ground initially, how did you find your suppliers for example?

Getting the right team in place was essential. Carly [Grimbley, Head of Sourcing] and Nicole [Ahlburg, Head of Creative and Product] have spent years working on the buying, sourcing and design side of the industry, so they already had strong relationships, and a clear understanding of which factories both look after their workers and genuinely prioritise quality and craftsmanship. That experience made a huge difference.

As a smaller label, you have to work harder to be heard when factories are used to large-scale retailers with significant leverage, but when you find partners who share your standards, it’s incredibly rewarding.

Can you please explain the cadence of the brand; how often are you launching collections, how much is available to buy immediately and how much is pre-order?

We operate in considered edits rather than fast cycles, releasing curated collections when they are ready rather than responding to seasonal noise. The majority of the latest collection will be available from the end of February, with our leisurewear sets arriving shortly after.

The slight adjustment in timing reflects regional holiday periods within our Indian production partners. Respecting the people who make our garments is fundamental to how we operate; we would always prioritise allowing our teams the time to celebrate important cultural moments over accelerating delivery by a matter of weeks. For us, integrity in the supply chain is just as important as the finished product.

Why was the slow fashion philosophy so important to you?

Because I’ve seen the opposite. I’ve seen the pace, the excess, and the waste. Slow fashion isn’t about being niche, it’s about being sensible. If we buy less and buy better, we naturally reduce waste. It’s a mindset shift more than a trend.

Can you please tell us about your customer. Who are they, how do you engage with them and what feedback have you had from them?

Our customers values quality and effortlessness. They appreciate craftsmanship and want pieces that slot seamlessly into daily life. We engage directly, through social, events, and personal storytelling. The feedback has been incredibly encouraging; people tell us they live in the pieces. That’s the best compliment.

Given the quality of the products, your pricing is very fair. Did you have a price point bracket in mind when conceiving the collection?

We were very conscious of price architecture. I wanted the quality to feel exceptional, but I also didn’t want the brand to feel inaccessible. The goal was to deliver genuine value, pieces that justify their price through comfort, fabrication and longevity, not hype.

You seem to have placed a great deal of thought into the branding and name, can you explain the significance of these?

I am personally very spiritual and at peace in nature. Manava means “breath and spirit” in Samoan. I loved the idea of clothing that supports life rather than overwhelms it. The clover symbolises optimism and balance, it’s subtle but meaningful.

Who else do you have working with you on the business?

Carly and Nicole are instrumental in the day-to-day leadership of the brand and strategy. We have a great design team and garment technologists as well as our manufacturing partners. It’s a tight, dedicated team, which I think keeps the brand authentic and agile.

I love the lookbook and the muses you have referenced in it. Who are the women whose style has most inspired you?

I’ve always admired women who dress with ease. Lauren Hutton, Katharine Hepburn and Carolyn Bessette-Kennedy are three women that spring to mind, also my mum! There’s a confidence in simplicity. It’s never about trying too hard; it’s about knowing who you are.

You are a hugely successful model and have worn some of the most exquisite clothes, which designer/s have you most admired and why? And will we see you back on a catwalk any time soon?!

I’ve been incredibly fortunate to wear extraordinary designers over the years, Ralph Lauren’s sense of lifestyle, John Galliano’s theatricality, the precision of British tailoring. What I admire most is consistency of vision.

As for the catwalk - never say never. Fashion has a funny way of pulling you back in.

What are your plans for Manava moving forward?

Growth, but considered growth. Expanding distribution, strengthening strategic partnerships, and continuing to refine the collections. I want Manava to become a trusted essentials brand; the pieces people instinctively reach for. If we stay true to quality and integrity, the rest will follow.