The Story So Far...

Back in 2010, during my evenings and weekends, on a small table in a corner of the hall in my flat, I began sampling what would later become my first collection - Madame Boucherie. I had no plans to launch any of these garments for sale and certainly didn't anticipate things mapping out quite the way they have! But the stars aligned, and later that year I launched my first collection. 16 years on, I share with you below some of my highlights on the journey from then to now, represented mostly through pictures from my main collections. There have been many other collaborations, projects and mini collections, but perhaps they will follow another day!

 I have had the best time putting these collections together, and doing what I love for a living. I have a million people to thank for their contributions to the below, and not least my customers who have supported my brand through a Wilde 16 years! I hope to continue adding to this page for many more years to come...

MADAME BOUCHERIE - The First Collection - October 2010

This collection was a true labour of love, I had no intention of selling it at first, and no money at all to build a brand! I just wanted to design and make some outfits that I thought would be interesting, get them out of my head, and move away from producing clothing dictated by sales figures and an idea of what people wanted to buy, "build it and they will come" I thought?! I had three colours of latex, and a dream.  

THROUGH WITH LOVE - February 2011

Hot off the heels of my first collection, I couldn't wait to do it again, in this collection I wanted to introduce some lace and printed silk kimonos, and further experiment with treatments on latex that felt unexpected. I love working with fabrics as well as latex, so was eager to get these into collections early on, although I unfortunately could not offer them for sale at this point. I was also now able to invest in another colour of latex, (red)! 

VIXEN, KILL! KILL! - October 2011

In my first two collections I had wanted to produce 'fashion', referencing the theatricality, sexuality and materials associated with fetish, but in this collection I wanted to use fetish references to inform the fashion. It was a touch darker/harder than previous collections, but something I wanted to explore to balance with the style of the above.

FILTHY WILDE - October 2012

This was one of my all time favourite collections, I managed to produce about half the collection in latex, and half in fabric, including lace, sequins and draped silk jersey, featuring two signature prints. I also applied some of my favourite latex treatments including with feathers and jewels. This collection launched during London Fashion Week, and was featured in British Vogue, it was a good time!

WILLIAM WILDE DOES BOYS - Menswear - July 2013

This was my first of two menswear collections, I'm not really crazy about men's fashion, so just stuck to underwear, which I thoroughly enjoyed! Introducing prints into men's latex underwear seemed liked new territory to me, so I embraced that direction and really liked having these on the site for a few years, but then ultimately felt like the time taken away from developing womenswear wasn't for me, long term.

GO WILDE - September 2013

This collection was mostly about exploring and developing graphic patterns and bold colours. The shoot was all about pop art references and sixties styling. I launched this collection at London Fashion Week again, but 'gorilla-style' this time in that we just turned up with models wearing the collection, and lots of balloons! 

DAIRY QUEEN - September 2014

This was definitely one of my favourites! I spent quite a long time developing the Dairy Queen collection, as I developed new prints for latex and fabric, which also ended up on T-Shirts; these were all screen printed by hand. I also explored some of my all time favourite shapes in this collection. It launched with a bang at Brighton Pride, with me driving the float, and about 24 models who marched the streets in glittery silver platform sandals, what a day!

THE BOX - 2011 - 2014

For the three years I was the costume designer at The Box Nightclub in Soho, London. This role allowed me to explore all the wonderful aspects of showgirl-style that I have always and will always love! Sequins, feathers and fringing flew, as I produced quite a high volume of weekly costumes, this was an amazing opportunity to learn from working quickly and creatively within an exciting and colourful environment.

WILDE FIRE - February 2015

My remaining memory of shooting this collection will forever be having the changing room/hair and make-up facilities, in the back of a van, in a car park, on a cold winter's day in East London; perhaps the most challenging shoot day yet, but I loved the pictures and bizarrely still have fond memories of that day at a Neon Sign Junk Yard!

MISS WILDE - February 2016

In 'Miss Wilde' I focused again on introducing more fabric clothing into the collection, whilst of course expanding on latex lines. I launched this collection with a show in my flat, which was transformed into a runway and event space for the night, probably one of my favourite launches and a memorable night!

I DID IT FOR LOVE - 2017

Over the last few years, my collections had been getting quite large, in terms of number of outfits, in this collection I wanted to return a little to the essence of the earlier years of the brand and focus on fewer outfits but making each one really special, with a design element that felt important or new. 

BORN WILDE - 2018

In this collection I wanted to focus on some of my favourite looks from previous collections, and develop or replace them. Up until now-ish, I still had all previous collections for sale on the site, (I can't believe I did that!), so this was the beginning of some overdue streamlining! 

THE CLASSICS - 2016 - 2019

In around 2016, I decided to take all of my favourite looks from the last six years, and group them as 'The Classics', making them all available in all stock colours. This range continues to grow, and allowed me to drop a few collections from the site. Some of the items available on the site today are still from my very first collection!

BASICALLY WILDE - THE BASICS - 2015 - 2019

In 'The Basics', (formerly 'Basically Wilde'), I wanted to create a range which could be ongoing, offering items that don't tend to come in, or go out of fashion, just bits that are always good to have in the wardrobe. These pieces are stripped down of too many design elements, and are available in all colours, of course I still love to shoot them with a little flair, as too basic is definitely not my bag!

LIBERTY - March 2020

I shot this collection about two weeks before I ever heard of the word 'Covid'! Well this would be the last shoot for almost two years, and I named the collection to acknowledge the power of freedom, in whatever way we find, or look for it. 

ICON - October 2021

At the beginning of Covid/lockdown, I thought that was probably the end of my business, I couldn’t imagine that anyone would still be buying my clothes, and may never do so again? Turns out, luckily, that I was dead wrong, this was probably the busiest period I had ever experienced, and so even though there was a long time between collections, finding time to sample this next one was challenging. But I wanted to do something good and celebratory, as the wait had felt very long, so the ICON collection was bigger than the last, and a chance to get back to business as usual!

THE WITCH'S WARDROBE - October 2022

In this collection I wanted to work mostly with black, but across a variety of materials. My personal highlight was a print that I developed featuring a sketched black boot, I also enjoyed working with lace, PVC, satin, velvet, mesh and, no surprise, latex!

PHOENIX - October 2023

After a few years of doing collections in mainly black, (try as may, this always remains the most popular colour!), I wanted to put the focus on some new colours. I've always stocked a good variety of colours, and my favourites have changed over the years, but these new colours have been particularly popular with customers, so Phoenix was a celebration of that.

REDRUM - October 2024

This is beginning to feel very recent! In this collection I wanted to again focus more on fabric clothing, and leather pieces. This gives me an opportunity to incorporate a wider variety of colours, as latex colours are comparatively very limited. Also I love working with all sorts of materials, continuing to balance this with latex helps me to have a more varied approach to design. 

2025

In 2025, fifteen years after I launched my first collection, I wanted to celebrate some of the best selling styles on the site and shoot them in a new light, incorporating lots of colour, and referencing some of my favourite styling. As I write this, I am on the cusp of beginning my next collection, so all going well, I'll see you here again soon with what's coming next!