Less than seven months old eg…(www.egfashion.co.uk) is rapidly becoming one of the UK’s hottest new brands. Using the her own shop in Clerkenwell designer Emma Griffiths was able to do market research customer by customer and with business partner Jeanpierre Kalebic, started her own collection in a studio in Spitafields in February 2009.
Lynn Furge: Why eg…? What makes a woman want to wear it?
Emma Griffiths: I make clothes that I want to wear! And I feel fierce when I wear my clothes; powerful and confident which is how I want other women to feel too. At the same time, my designs are sexual and alluring, so you have the best of both worlds; hot, sexy clothes that also say don’t f**k with me!
LF: You have been influenced by the 80’s… what elements in your pieces bring the popular 80’s trend up to current day?
EG: I’ve tried to combine the power dressing of the 80’s with more modern themes so, for instance, you have shoulder pads that have been sculpted around a tailor’s dummy and used on a tailored jacket with no sleeves.
LF: There is a lot of stretch used in your collection, how do you choose your fabrics and what do you consider first form, fit or function and why?
EG: When I sit down to design a collection the first thing I consider is form, its about the silhouette, and a specific look. For me, my designs have to be spectacular Nice isn’t good enough and I am constantly striving for the excitement that a new garment gives – if I don’t get a rush from the first toile then It’s not good enough!! New garments have to blow me away. Once we start making samples, it can take us up to three days on just a sleeve. I will have a very specific shape in mind and we won’t stop until it’s perfect.
LF: You got your start working for Alexander McQueen and Boudicca, what have you learned about the business of fashion from these fashion houses?
EG: I didn’t actually work for Boudicca, but I was tutored by her (Zowie Broach) whilst studying at Westminster University. She taught me it was possible for a woman to be a strong and confident business leader, and an amazing designer without necessarily having to be a b***h, which is the normal stereotype, but you can have a no nonsense attitude.
As for McQueen, the time I spent working there taught me that fashion is a tough business! Most people assume fashion is a doddle apart from all the bitchiness, like Ugly Betty or something, but in fact it is quite the opposite! Most of the people I’ve met have been lovely and fabulous and amazing (like you Lynn!) but the amount of work and effort that goes into getting a collection ready is huge and that is definitely the hardest part.
LF: I feel that even in your modern high-tech pieces you still have an element of classic British reference to your collection like the jodpuhr and the Cardinal Shirt, please tell me about your other influences going into Spring 2010?
EG: There is a continuation of these themes in the new collection, sharp tailored jackets, contrast with trousers made of elastic, boxed, square shoulders with silk leggings that drape over the form. A lot of my inspiration comes from the past and I am particularly taken with the photography of Helmut Newton and Guy Bourdin, at the moment, particularly the way they portray the naked female form. Their pictures are a contradiction, like my designs hopefully, between sexual vulnerability (being naked) and confidence and strength.
LF: Who is your Muse?
EG: A young Jerry Hall
LF: What are your future plans for e.g…?
EG: Our first objective is to make a name for ourselves as an exciting and innovative fashion label. Although we are only designing high-end ladies wear at the moment, we would like to offer a few ranges at different price points, allowing as many people as possible buy into the brand. Then JP wants us to break into the men’s wear market as he wants some free clothes!
eg…(www.egfashion.co.uk) is rapidly becoming one of the UK’s hottest new brands. Using the her own shop in Clerkenwell designer Emma Griffiths was able to do market research customer by customer and with business partner Jeanpierre Kalebic, started her own collection in a studio in Spitafields in February 2009.After graduation and at the age of 29, Emma set up a shop in Clerkenwell with her partner Jeanpierre Kalebic from which she sold her own designs. This experience proved invaluable as she was able to interact directly with her customers, something most designers are never able to do.
She was able to learn what women think about when buying clothes and what they look for in a garment. During this time Emma honed her dress making skills and fully developed her distinctive style while ensuring her designs were wearable and appealed to her customers.
At the start of 2009 and with a significant amount of commercial practice under her belt, the label e.g… was born. In February of 2009, Emma moved her brand to a studio in Spitalfields, where the first collection was developed. “
AW09 is available exclusively through our website www.egfashion.co.uk and we are currently discussing the possibility of supplying a number of retailers with SS10, though nothing has been finalized as yet we have registered interest from a number of the high end department stores here in the UK and we fully expect to have at least one stockist in New York.
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