| Interview – Jenny McPherson Brings Us - Enamore |
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Jenny McPherson, founder of Enamore, took time out from her private commission – to create a hemp/silk wedding dress for a heavily pregnant client – to discuss her brand new, ethically sound label.
Enamore - officially started in March of this year, after McPherson received funding from The Prince’s Trust and Fredericks Foundation. The ethos of Enamore is simple – to provide organic fashion in stylish silhouettes. McPherson discovered hemp during her final year at college when she stumbled upon the hemp/silk weaves at The Hemp Shop. “The feeling of some of these fabrics is so unique and luxurious,†McPherson enthuses, “and as hemp is grown organically, it meant for me that I could give meaning and purpose to what I loved doing most, while supporting a growing need for change in our world.†Browsing through Enamore’s collection all those hemp associations of So how does McPherson feel about the current state of the UK fashion scene with its constant merry-go-round of copied catwalk trends and throwaway fashion? “I haven’t really got any interest in following trends and I find the whole idea of wearing something a few times then discarding it completely foreign. Most trends that appear now revisit an old idea to generate money for big business, rather than to compliment the atmosphere of the era. I think people have become so used to buying cheap clothing that they have lost sight of where it comes from,†McPherson passionately comments.
Enamore current stockists:
Contact Details: Jenny McPherson By JoJo Iles Image Credits: Model: Danya Dehasse Photography: Alice Dubieniec Design: Amoeba
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Say the word – hemp and most, if honest, will think of itchy scratchy fabrics in potato sack tones. Hemp, it seems, has had a bit of an identity crisis amongst the general public, associated with the attire of the hardcore hippy - stereotypically embroidered with the obligatory cannabis leaf. But not any more, just as we have seen the rise in organic food, interest in organic clothing is on the up. Consumers now demand choice; they want to know if products are ethically made with natural, pesticide-free materials. And one such label combining the organic with the stylish is Enamore. 
yesteryear simply fade into the background. There’s elegant roll-neck tops, basic low-cut jeans, flattering cropped trousers and a wrap-over dress that feels incredibly soft and sensual against bare skin. “The idea is to incorporate timeless separates which can be introduced into a woman’s existing wardrobe to give it a new life. The shapes are understated, clean and simple drawing attention to the woman who wears them,†mentions McPherson. 
As the eco-friendly approach spills over into architecture and design, more fashion designers are starting to use natural, organic materials, and Jenny McPherson’s label - Enamore offers choice in the right direction. As for the future McPherson is buzzing with ideas, “I am keen to start printing my own designs on hemp fabrics when finances allow, I have artwork already waiting. Some of my designs for textiles would also work well for home furnishings and I would like to produce a menswear collection at some stage, as I often get asked by men, who say there is a lack of choice in hemp clothing. All these things are a matter of time, when, rather than if. I think that the possibilities for creative design are limitless. It’s a matter of taking things one at a time and seeing where the journey leads you next!â€
