Welcome to the first installment of my ‘Behind the Brand’ series, where we dive deep into the world of festival fashion and showcase the brands and designers that are pushing the creative boundaries of the rave and festival scene.
Started by a passionate raver and festival-goer, Angry Dollz has quickly become known for its attention-grabbing, bold and edgy pieces. These unique styles are perfect for music festival enthusiasts who are always on the hunt for their next standout look.
In this interview, I’m taking you behind the scenes of Angry Dollz and giving you a peek into the creative process, inspiration, and vision for the future of the brand. So, whether you’re a die-hard raver or just starting to explore the world of festival fashion, get ready to be inspired by the one-of-a-kind designs of Angry Dollz.
1. To start, tell me about yourself!
Hey! My name is Danielle, I am 29 and I am from the UK! I absolutely love travelling, raving, and yoga, and I love mixing at home in my spare time!
2. How did you end up starting your brand?
I absolutely love the rave scene and I would definitely say I am a creative person. I used to draw up my own sketches of outfits and always dreamed of making my own clothes and jewels. Back in 2020, due to personal circumstances, it was time to change my life and slow things down allowing me to be more mindful and present and really focus on what makes me happy, and in the process, Angry Dollz was born!
3. How would you describe your brand aesthetics?
I would say it definitely has ‘Baddie’ Energy, and it’s full of vibrancy and colour. My brand really revolves around inclusivity, just like the freedom we feel when we are raving on the dance floor. I aim to inspire everyone to feel beautiful and confident within themselves and spread the message to not care what anyone thinks, to wear whatever makes you happy!!
4. Where do you look for creative inspiration? How would you describe your creative process?
My creative process is really bizarre and always hits me around 1 am on a full moon! I know what you are thinking, but it’s a thing! I also walk my dog every day and I find I’m my most creative when I’m in the forest listening to mixes and with my own thoughts. My clothing collections inspire my jewels, and my customers also do! One unique part of my business is that you can create your dream rave outfit and jewellery so I definitely gain inspo from my customers’ creations!
5. What’s your favourite part about being a designer and creating jewellery?
The freedom of working with a variety of gorgeous materials and playing with sparkly jewels and colours. The best part has to be watching your designs come to life and seeing them on actual humans! And of course the love and support from customers, new friendships and beautiful things people have to say about their orders.
6. If you had to pick a piece from your collection to wear to a festival, which one would it be? And how would you style it into your festival outfit?
OMG THAT’S TOO HARD! I AM SO IN LOVE WITH THE NEW FESTIVAL GARMENTS I CAN’T PICK. If I had to, probably my neon orange 4-piece from my SKINS collection with heart gems on the bikini, matching heart gem earrings and heart gem body chain. But I am also in love with my dragon fabric from my KARMA collection which is a 4-piece set that also comes in a shorts and skirt alternative. That outfit goes seamlessly with these gorgeous hair accessories I’ve just launched and earrings in the shape of dragons and flames printed on the fabric.
7. Do you ever have music on when you’re designing or creating your pieces?
What’s usually on in the background? I listen to techno 24 hours a day. My friends think I’m crazy! So if it’s not 140bpm it’s usually a real housewives podcast or watch what happens live! Don’t judge me!
8. What are your plans for your designs in the future? Is there anything you’d like to try/do differently?
I really would like to do some bespoke Angry Dollz bikinis using my logo, I can’t wait for that. And I am currently working with a lace and velvet stretch fabric which I’ve not used before, so I’m excited about that. I am also in the process of designing my own printed fabric, I am drawing it right now!
9. Are you planning on going to any music festivals in 2023?
Yes, I would love to go to the last few events at Printworks in London before it closes down and it would be amazing to go to Ibiza again and see some of my favourite DJs wearing Angry Dollz!