PRIMARY
OBJECTIVE
Featuring Serena Fathers, photographed by Bryan Powell,
hair & makeup by Emily Collins, art direction by Darryn Rowe, brand Melissa Munro.
Primary Objective features reworked garments by Melissa Munro.
Her shirts and blazers reimagine the old to become the new working wardrobe.
The editorial is a redefined take on femininity that removes objectification of the body, and elevates up-cycling to create effortless style.
Designer Melissa Munro speaks to TYG about the featured editorial and her pursuit for sustainability.
Credit makeup ILIA & hair Authentic Beauty Concept. Both cruelty free and sustainable makeup and hair brands.
For May’s cover editorial designer Melissa Munro took time out to talk to TYG. In the interview Melissa explains where her strong desire for working towards a sustainable product came from and the concept behind the shoot on the busy streets of London.
REWORKING /
REIMAGINING THE
PAST TO CREATE A
MORE RESPONSIBLE
FUTURE. FASHION
BECOMES A CYCLE
OF RENEWAL
—WHERE OLD
BECOMES NEW,
AND STYLE REMAINS
ENDURING.
Interview date: 8/5/25
TYG: Hi Melissa, thank you for taking the time to answers some questions with us. Tell us about the brand Melissa Munro. How would you describe the style?
Melissa: It’s of course defined by the menswear I up-cycle and rework. So it’s really grounded by these classic pieces — shirts and blazers — but the updated design details I add to the pieces give them a creative edge. It’s modern, minimal and versatile.
TYG: How did you start the brand?
Melissa: This is my second business. I used to have a wholesale womenswear label some years back. With that experience I always knew I wanted to come back to designing clothing but do it better. There is no need for more clothes in the world and I knew if I started a new label it had to be fully circular and sustainable. It’s simply the right thing to do. The initial idea came from just reworking thrifted finds for myself. I had limited space at the time as I had moved onto a boat and I needed hard working clothing that suited my lifestyle, but that also felt elevated for going to the office. I figured others might like this versatility too and started to sell simply through Instagram and Depop before launching my website.
TYG: What is your process when designing a new collection?
Melissa: I don’t really do collections. I have a handful of style that I repeat although each one is inevitably unique as each shirt or blazer is individually sourced second hand, vintage or deadstock. The ideas for my designs come from personal experience. Style hacks I wish were permanent and built into a garment or the need to update classic pieces with a creative detail. I also always try and create zero waste, so any fabric I cut away from a blazer or shirt has to somehow be worked back into the design so there is very little that is discarded. It’s limiting to work within these confines but it can also work a lot of creativity.
TYG: Tell us about the concept behind the featured shoot.
Melissa: I had worked with Brian and Darren, who did the photography and creative direction, before and they came up with the concept of shooting against an urban backdrop with Primary colours reflecting the pulse of London’s city scape. We wanted it to have a sense of power and fluidity. Styling looks for this setting was very on brand for me. I styled the strong, clean lines of the blazers with softer, more fluid pieces to match the brief. I also wanted all the looks to be striking, yet feel accessible — like outfits you’d actually wear for a day at work or play in the city.
TYG: Any looks in particular that were a favourite for you?
Melissa: The powder blue blazer worn with cream and white underneath, felt fresh. Almost daring against the grit of a London street.
TYG: The brand has a heavy focus on reworked items and sustainability. What drove this desire to create such items with this intent?
Melissa: Like I said before, it’s just the right thing to do. There is way too much clothing being produced, we need to reuse what’s already here as much as we can. My life drastically changed post 2020 after selling almost everything we owned and moving into a boat. You realise what really matters and how little importance many possessions have. That’s where the multi-way design details come from. If I was going to have a garment take up space in my teeny tiny closet at the time, it needed to do a lot of things and be able to look different each time I wore it. Many of my shirts and blazers have detachable details or added buttons and creative cuts that allow the wearer to reinvent the piece each time they wear it. It’s my hope that creating truly versatile pieces will mean we need less, because one garment can do many things. The fact I choose to do that by upcycling is just the cherry on top!
TYG: What are your thoughts on the current climate for fashion and designers?
Melissa: I think it’s tough out there, with new developments and changes constantly. Some good, some bad. As overwhelming as it can be, I still like to believe that if you have a creative voice and want to contribute you should. All I say is be better than the outdated, damaging business models that are so harmful to us culturally and environmentally.
TYG: What do you think people can do to adhere to the message of being sustainable?
Melissa: Just simply slow down, buy less, and when you do buy, put your money where it matters. With independent stores, small business and local designers.
TYG: What does the future look like for Melissa Munro?
Melissa: I’m really inspired to scale up-cycling and make it more accessible. I have a stockist in north east London and a second I’m launching in at the end of this month in the south. I’m keen to continue working with independent stores to show the brand in beautiful spaces, and for clients to experience the multi-functional garments in person. I’m also working on growing a YouTube channel to promote practical and sustainable ways in which to enjoy fashion, with a slower more responsible mindset. It’s about educating customers on more sustainable practices and then offering them exciting, modern designs, made in a circular way, to inspire their everyday outfits.
