Never in Vogue, Never out of Vogue – Designer Emmy Collins
30-10-2007
Emmy Collins Q&A
Q Tell us a bit about your background, where you studied, worked etc…
Emmy: I was born into a family of seamstresses but I never really thought about it until recently. I used to go about saying that I did not come from a fashion background at all until I realized that all my three sisters were seamstresses and one still makes a living in my homeland Nigeria from it so I guess I am from a fashion background!
I never had a formal education in fashion besides being taught Fashion Business Management by the legendary Mr. David Jones at the Portabello Business Centre. I was actually lacking self confidence prior to meeting him and then he said, and I quote; “Education you can acquire but talent you are born with”. This was after he had seen a garment I designed at his office. I credit him with whatever success I have achieved because he believed in me at a time when I didn’t believe in myself.
Before venturing into fashion I used to organize parties while in Amsterdam but my heart wasn’t there so I decided to relocate to London to pursue my fashion career.
Q Describe your style and the type of market attracted to your clothes?
Emmy: My style is innovative, edgy but most importantly wearable and elegant. My clothes are targeted to the top-end of the market. At the moment we are being stocked by H. Lorenzo on Sunset Boulevard, Hollywood, so you can imagine the sort of people that shop on Sunset.
Q And the inspiration behind your latest collection…
Emmy: Seminal artists like Al Green, Jimi Hendrix, Fela Kuti always have some sort influence in all my collections. I am also inspired by people I meet on the street. I am obsessed with imagining what people I meet on the street would look like otherwise if they were wearing something else.
Q Fashion is notoriously tough for new businesses how do you stay positive and focused?
Emmy: From my point of view there is nothing else I have passion for except fashion so that leaves me with very little option. Having accepted that fact early in my career has helped me to stay focused and positive since I know that if I loose this I am left with nothing.
Secondly I receive a lot of e-mails from admirers that I have never even met before telling me how flamboyant and stylish my garments are, this cheers me up and fills my head my positive thoughts. Most of these admirers wish they could shop online from my website www.emmycollins.com so am presently busy with efforts to provide that service.
Q Will you be showing at any trade shows / events over the coming months?
Emmy: I have made an application to showcase at London Fashion Week and it’s looking good at the moment. I showcased at the prestigious PITTI UOMO in Florence, Italy some seasons ago and they have been inviting me back ever since so I might yet do it again this coming season.
Q What about your PR – is this in-house or do you have an external PR?
Emmy: My PR is in-house at the moment but we are presently in discussions with an external body to take care of it.
Q Where can we order / buy your clothes?
Emmy: Unfortunately I don’t have a UK stockist at the moment hence the need to showcase at London Fashion Week. I have always had to do shows abroad until now so that is bound to change but for those who travel to the USA they can buy my clothes from H. Lorenzo on Sunset Boulevard, West Hollywood, Marchi (Reggio Emilia, Italy), Modern Show Room (Milan, Italy), Emmy Collins flagship store on No.43 Awolowo Rd, Ikoyi, Lagos, Nigeria.
Q And your future plans for the business?
Emmy: The immediate future plan is to launch an online shop followed by acquiring accounts within the UK since my label is UK based. Launching my own stores is also on the cards as it offers me the opportunity to design and stock garments most buyers might be to scared to touch – in other words an own store inspires me to create without fear.
Q Emmy Collins quote of the day….
Emmy: “FASHION RULES ARE FOR FOOLS”
Contact details:
Visit: www.emmycollins.com
All images courtesy of Emmy Collins
Interview JoJo Iles
