• SQ2
    SQ2
    Powerful and self-confident.

It's 17 years since Hogan launched her label and she says she's been through many phases since then; the working around the clock phase, the intense learning curve phase and the rollercoaster introduction to being a working parent phase. They've all contributed to the place Hogan has arrived at today. She loves looking back at her earlier collections and seeing how they mirror her growth as both a person and a designer.

"If you look at how my clothing was created and designed 17 years ago it was very different to what it is today in the sense that it was for a different time in my life and therefore my customer's lives, but there's a really strong commonality and my design sense hasn't changed as such," she says.

"I love the product that we have produced over the past five years, I feel I have really understood who I am and who the customer is, and what I really enjoy doing. You can see it in the collections. It's nice as a designer to be able to say how much I love what I'm producing, and look back at past seasons and still love them. Whereas a younger designer I had a huge amount of insecurity and questioning."

Hogan's love of good design extends to all areas of her life, and includes her ongoing relationship with Audi as a brand ambassador. She says there are intrinsic similarities between the two brands.

"I think what Audi does with their cars is aesthetically pleasing, but at the same time there is a sense of warmth at being surrounded by considered details."

For Hogan, one of those considered details is the way the windows in her car come down when she presses the unlock button, meaning the car is cool by the time she puts her two young children inside.

"Somebody has thought about what your needs are, and it's not just looking good or driving fast. It's what will add value to the experience. Somebody has thought about how you live and I like to think that is how we think about design here as well."

Audi general manager Dean Sheed says that's part of Audi's ambition to seamlessly integrate its product into the lives of its customers. It's about thinking about how the customer wants to use their vehicle and how it can be designed to achieve an easy operation.

"Audi follows the Bauhaus design philosophy. It's not about frivolity, everything that is designed has to have a function," he says. "It's about focussed design, which means everything does what it says it will, it embodies technology, precision and progressiveness, which is what the brand is all about."

That's seen in the user interface in the latest models. Buttons and switches have been replaced by screens and app-based controls, integrating the information the driver gets via smartphone into the car. Audi design is specifically engineered with the driver's needs in mind and it not only improves their live experiences but is intuitive to the lives that they lead.

Sheed says Audi and Hogan share a commitment to delighting the customers with the kind of design that makes a difference in their lives.

"Juliette's designs are not about here today, gone tomorrow, she's about enduring design that lasts over time. We are too."