YOU'RE KNOWN FOR YOUR UNTRADITIONAL APPROACH TO CATWALK PRESENTATIONS, WHY AN INSTALLATION?:
We chose to show via film and instillation because it fitted the mood of the range. Each season the presentation of the collection will reflect or compliment the collection itself. The elixir of AW09 blended the prairie men of Hungary and the work of Piet Bloom, to reflect the eclectic quality of the range an instillation constructed from attic clutter, street finds and rusted machines created a perfect back drop in which to present.
HOW DID YOU FEEL BEFORE THE SHOW?:
As with every season the feeling before the show is the same, ecstatic, nervous, focused and exhausted! I live for that moment.
SCARIEST MOMENT AT FASHION WEEK / RUN UP TO FASHION WEEK?:
The scariest moment is the final week before the show. No matter how organized you are (and I am extremely organized), the final week is just crazy! Each day is a 12hr day minimum, but again it is still very exciting.
WHAT DID YOU DO AFTER THE SHOW?:
As the show came to a close I and assistants along with a few friendly friends deconstructed the installation, packed away the collection and sped across London to the bosom of the east end for an informal after party of debauched frolics and fun.
WHAT HAS BEEN YOUR MOST MEMORABLE MOMENT IN FASHION SO FAR?:
To date my most memorable moment was the show in our first season at the launch of Theatre de la Mode. We presented the range in an independent exhibition in South Kensington on Miniatures. We of course ran late and had a queue of around 100 people at the venue as we arrived. We set up the dolls ran down stairs to change, came back upstairs to a packed exhibitions of fashionista's all want a piece of us. It was the first point I realized, oh my god I have my own label.
WHAT HAS BEEN YOUR WORST FASHION MOMENT?:
The industry is full of ups and downs so I can't really specify any one particular moment that stands out as the worst. Because the industry is such a difficult one you tend to build a hide of steel and make sure you are always ready for every eventuality.
WHAT, IF ANYTHING, AGGRAVATES YOU ABOUT THE INDUSTRY OR LIFE IN GENERAL?:
It’s tough! If anything, there could be more support for British designers. It costs a lot of money to start up on your own and there are no funding bodies out there to help. Most labels go under very quickly due to spending all of their time sourcing new funding each season leaving no time to create/produce the range. It’s tough but the rewards far outweigh the stress and hours that goes into it.
IF YOU COULD COLLABORATE WITH ANYONE, WHO WOULD IT BE?:
I'm not sure I would collaborate with another designer. I have only recently began to work as a solo designer and to be honest I love it! But if pushed the designers I hold great respect for are Bruno Peiters and Kym Jones.
IF YOU WEREN’T A FASHION DESIGNER, WHAT WOULD YOU BE?:
If I wasn't a fashion designer I think I would probably be working as an interior/product designer. But to be honest it would only ever be fashion for me.
WHATS ONE INTERESTING THING ABOUT YOU THAT OTHERS MIGHT NOT KNOW?:
I'm a great dancer...
WHAT IS THE MOST IMPORTANT PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?
I don't recall any particular one piece of advice that I have been given but the 2 people that shaped the way in which I work are my University tutor Marilyn Rainey and Kate Monkton of Abnormal PR. Both women were so important in my life as they were as hard as nails with the determination of an ox, inspiring me to adopt the same attitude. Maybe I am not as fiery as them but I have certainly used the gusto that they put into everything project they embarked upon.