Our Story

 

CHERIDA is a defiant luxury style that reimagines corporate style with high quality, self-expressed timeless classics.


Cherida Patterson is the founder of her eponymous line which creates fashion forward corporate wear for the professional woman. Cherida set up the brand after spotting a gap in the market for workwear that combines confidence and power with both style and quality. Raised in London, influenced by Arabian lifestyle and having lived in the Middle East and New York, her evolution process in business has been inspired by people, cosmopolitan cities, places and experiences. 

Born into a creative family that has a long connection with the world of fashion, and synonymous with the revolutionary fashion photography movement of the 80’s, Cherida moved back to London to pursue her ambition to launch the CHERIDA collection.

Both Cherida and her brand are at the forefront of social change, the latter of which is actively aiding how women are perceived in business yet also twinned with an ethical conscience, with all garments being both sustainable and ethically produced. 

Cherida is actively working to change the position of women in the workplace and bring greater equality to the professional landscape - both aesthetically and by breaking traditional boundaries and concepts that women are all too often conditioned with. She is also incredibly passionate about empowering women to achieve their full potential and have a voice in today's society and brings a creative side to the programmes offered.