Growing up on his parents' sheep farm in North Dorset, it's no surprise that county life has a huge influence on the collections of emerging British womenswear designer Joshua Millard.

The 26-year-old, who shot his Autumn Winter 18 campaign at the family farm in Ashmore, is keen to educate people on the damaging nature of fast fashion and the desperate need to promote wild flower preservation within the UK.

After what he has previously described as "‘18 years of almost total isolation" the designer credits fashion with giving him "a form of escapism".

Joshua graduated from a Bespoke Tailoring course at the London College of Fashion in 2014. Time at Chanel, Ozwald Boateng, Jonathan Saunders – where he was a womenswear design assistant – and on Savile Row followed, where he grew his understanding of the intricacies of cut, colour and the engineering behind clothing.

He established his namesake RTW womenswear brand in 2016, through which he wants to challenge people's perceptions of country aesthetics.

Despite choosing to study tailoring, coming from a long line of farmers and growing up in the Dorset countryside clearly has a big influence on his work, as he was forced to find inspiration in what was offered.

"Driven by the integrity of those who surrounded me, I was absorbed by the farmers look throughout the years, observing all the practicalities and layering, the wrong but right attitude," he explains.

"Everything around me was real, honest, beautiful but not perfect. I try to translate these recollections, to create a kind of harmony between my environments."

Currently producing his fifth collection, Joshua – who is now based in South East London – offers a fresh perspective on outerwear and tailoring.

He designs a transitional wardrobe of longevity, born from his clients desire to seek clothing which suggests something new and which lasts beyond fast trends. In addition, £5 from every product is donated to Plantlife, a partnership which promotes endangered species of wildflower growth in arable habitats in arable habitats across England. By protecting the future of indigenous Cornfield flowers, Joshua is helping to guarantee rural biodiversity, a cause which is inherent to the brand.

"For us, luxury respects the conscience of quality and longevity, a wear and wear again appeal that informs the way we consume," he says.

The relaxed aesthetic balances elegant cuts with playful accents of texture and layering.

"There is a complex idea of what masculinity and femininity are, similarly with country and citywear," explains Joshua.

"I see no need to distinguish between either, I think we're not defined by our location anymore."

Conscious in all that he does, he works with independent makers and mills who share the same regard for ethical production and traceability. The brand places great emphasis on the quality of fabric, the majority of the collection consist of natural fibres which respect the environment and animal welfare. Transparency is fundamental, he wants to tell his clients the full story.

Informed by the rural landscapes, he uses Swiss organic cottons for the brands staple line of shirting, French and Italian linens, leathers, silks, knits and tweeds. All shearling is a bi-product and sourced ethically across the UK and Italy, with a zero waste studio policy. In fact, the brand endeavours to source all shearling from Josh’s family farm in Dorset.

Joshua maintains a refined balance of tailored cuts in rich, nostalgic textures for clothing that is ageless and transitional, remaining relevant worn between the country and city alike. The brand aesthetic has nuances of ‘English country’ and aims to redefine its relevance in the contemporary luxury market.

He is now entering his fourth season and is carried by stores in the USA, Japan, UK and online.