Search thousands of fashion stores in one place
GB - £GBP
How to find the best deals this sales season

Style Musings: Kelly Vittengl, Founder of Frances Loom

Chloe Jagger

Persian prints, frayed edges and sun-kissed fading, you can’t beat finding the perfect vintage rug - just ask Kelly Vittengl.

Image: Into The Gloss

Image: Into The Gloss

Founder of the rug marketplace Frances Loom, Interior Designer Kelly is a fully fledged businesswoman with with an eye for detail and a penchant for pared-back design.

Here she dishes on Californian style, why fabric matters and of course - how to score the perfect vintage find.

Why rugs? What got you into them?

I was living in LA at the time and had just left my full-time position as a set designer and was starting my own interior design practice.

My style is heavily vintage inspired, so I was frequenting LA’s amazing flea markets each weekend for clients. As I was shopping, I kept finding these amazing rugs that I couldn’t pass up on, whether a client wanted it or not.

As my stock began to increase, I decided to start a little website on the side… and truly, the rest is history.

How did Frances Loom start and was this something you always wanted to do?

Selling rugs certainly is not what I intended to do. But, interior design is something I have loved since I was a child.

However, once the website started taking off, I fell so in love with what I was doing I decided to put the interior design business on the back burner and pursue Frances Loom full-time.

Image: Instagram

Image: Instagram

How would you describe your design style?

My style is constantly evolving. Something that heavily influences my design eye is the city I’m in. I would never decorate my home in London the way I decorated my home in LA.

My home in LA was all white and beige with lots of mid-century furniture and plants. It felt very California. My home here is darker and cozier with lots of linen and texture.

Would you say Frances Loom reflects your own personal style? What brands do you love to wear?

Frances Loom definitely reflects my personal style. I wear a LOT of vintage, so that’s pretty spot on.

I’ve recently been focused on buying only from sustainable or eco-friendly brandsReformation, Lily Ashwell, Rag & Bone, Everlane. It’s important for me to know where my clothing is being made, who is making it, and where the fabric is coming from.

The fashion industry is the second most polluting industry in the world, next to the oil industry! A lot of people are completely unaware of this and it’s really important for us to start talking about it.

Where do you go to get inspired?

My two greatest inspirations are also completely contradictory: Cities and Nature. I have lived in NYC, LA, and London, and I just love the energy each city has.

So far, London is my favorite because of the history, architecture, culture, and city parks.

I do miss the LA sunshine, but London has so much to offer. I am so inspired by everything here from the pubs, to museums, to houses, to the different neighborhoods. I am equally inspired by the amount of parks around the city and the amazing access to nature we have.

What are your favorite London spots?

I currently live in Notting Hill and I love it here so much, it feels so quintessential London. Just about the whole of the neighborhood is beautiful – it’s hard to find an ugly street, so I love walking around and looking at all the different colored houses.

For food, I frequent Granger & Co, as well as Dishoom - both of which have several locations around London.

"I love antique shopping on Golborne Rd on weekends and at Kempton Park every other Tuesday."

I love visiting the Tate Modern and walking along the river and over the bridge to St. Paul’s.

I love getting a bit of inspiration and nature time in Hampstead Heath. I could pop into just about any pub at any time with a fire going and be sublimely happy. London has so much to offer and I’m still doing so much exploring!

Image: Instagram

Image: Instagram

Where do you head to find the best antiques? Any tips?

As I mentioned above, the nearest antique market to London is Sunbury Antique Market at Kempton Park. Some people believe it’s becoming overrun by Londoners which is raising the prices, but I absolutely love it.

The antiques here are so much better than antiques in America, so I think I’m just in awe of the amount of beautiful pieces when I wander [around] that market.

Other than Golborne Rd on weekends and Spitalfields Market on Thursdays, everything else is outside of the city. Bath has some wonderful markets, and I have heard amazing things about the shops in Lewes but I have yet to get down there. It’s on my list for a weekend day trip!