Emmy Collins – making it happen!
12-05-2005
The LFF recently interviewed Emmy and gained a remarkeble insite into the creative genuis of this remarkable designer.
LFF
What was your life history before you decided to embark in the glamours world of fashion?
Emmy
I have always found structure to be too confining for the way I work. I believe that creative talent is something you are born with – you are either talented or not – it’s a simple as that. How can you learn to be creative in an educational environment…you can’t – I am just a natural and I let my creative expression flow. I did however attend a Fashion Management Course that was helpful prior to starting my own label. I was also a party organiser in Amasterdam so I understood the phschyology of selling and buying. It’s so improtant to know who your target customer is and design accordingly. Also I had a preview of New York fashion sceen when I was model in New York fashion cirucuit for a year. An unbelievable experience.Seminal musicians like Jimi Hendrix, Marvin Gaye, Fela Anikulakpo Kuti, and Lenny Kravitz have had a huge impct on me.
LFF
How long has your fashion label been going for?
Emmy
My label has been established for about two years but has evolved over many years in my minds eye! True design has to evolve and I see my collection as constantly striving for perfection as with everything I do.
LFF
Why did you want to be a designer?
Emmy
I chose to become a designer because of the opportunity to express my creative ability.Even though I have interest in designing womenswear, I started off with menswear simpy because I believe men`s fashion today has become jaded, lack lustre and extremely uninteresting. Where is the creative excitment that was generated in the 70s – it’s time to let men express themselves with their clothes as well as women! There seems to be a glut of womenswear designers today and menswear collections come in a poor second. Why is it for example, that London Fashion Week does not have a menswear section. I want to see the Emmy label at LFW!
“© CM Photography www.cm-photos.co.uk”
LFF
Why is your collection so different?
Emmy
I see my collection as more of an art form combining style with simplicity, fashion with fun and catering for the many roles of man today. As I mentioned earlier I do not work in a structed way confining myself to any rules and regulations. I think creatively first and I am not bound by production problems but naturlly I work closely with top quality factories to ensure style is not compromised by production restrictions. I think creatively before commercial considerations .I design with my heart and soul and then I am genuinely delighted with the postive response I receive from my customers.Originality is always the key to my designs and unlike most designers I centre on the importance of true design and creativity rather than engineering a garment into cost for the sake of saving a few pounds. If it is not wearable with the right amount of design content then it is not worth a penny irrespective of the price tag shown.
LFF
What is your new collection all about?
Emmy
In my latest collection I have tried to find the balance between fashion to inspire and fashion to blend into today’s busy schedule for men. I have created dress shirts and pants that fit superbly, re-cut jackets to create the ultimate silhouette and I have jackets embellished with hand prints and frills for that certain look that can not be found anywhere on the high street. Above all I have centred on the importance of the ulimate fit. As usual the collection is very daring, funky and yet very wearable.Some denim wear and few womenswear garments are availble in this collection due to popular demand.
LFF
How do you source your fabrics?
Emmy
I source extensively world wide from the highest of quality mills. This includes Italy,UK, Japan and many European mills to ensure that | find exactly what I need for the collection.
LFF
Who do you supply at the moment?
Emmy
I have a host of opporutnties that I am currently working on, some are confidential, but I can mention two boutiqes in Amsterdam called Zook Mannen and Fazion.I also supply to a boutique in Nigeria called Message and I very much have a cult following there. Demand is now so extensive that I am in the process of opening an EMMY COLLINS LONDON boutique in Lagos.
“© CM Photography www.cm-photos.co.uk”
LFF
What contacts are you brokering?
Emmy
To get my collection into Harrods and other major exclusive shops.Their menswear buyer Mr Adrian Gibson has already signified a huge intrest for this season so this is a real motivator for me. I am also going to exhibit at Pitti Uomo in Florence Italy and DISTRICT in Amsterdam.
LFF
Where do you see your label in 5 years time?
Emmy
I see my label expanding to encompass celebrity dressing as well as diversifying into a host of smaller independent boutiques too. I am also going to promote my label on the boutique at www.fashioncapital.co.uk plus I also want to keep ownership of the creative side of label – I strongly believe that the own label boutique in Largos will be a way forward. Then I can also incorporate accessories and a host of other add-ons for today’s man.
LFF
Any handy hints for new designers?
Emmy
The keyword is believe – believe in oneself and perseverance.To other designers out there keep your head up – we all take knocks at time but the secret of success is to ride above them. Stay focus, cool and live your life. Enjoy!.
“© CM Photography www.cm-photos.co.uk”
LFF
Any problems you are currently facing?
Emmy
Rigid buyers who love the collection but until you have had huge press coverage to substantiate their beliefs they are not prepared to take any risk. Why don’t they just trust their own intuition? Also fabric suppliers need to be flexible too and not demand minimum orders of 500m per colour.
LFF
Anything else you want to add?
Emmy
Without sounding corny I must say that the friendlines and professionalism on the part of the team at LONDON FASHION FORUM has kept me going, most especially Jenny Holloway who has gone out of her ways to link me up with useful contacts.She has been my rock.KEEP UP THE GOOD WORK,GUYS
LFF
Thanks Emmy – go out there and make it happen!
Please note that Emmy’s garments will soon be on sale at http://www.emmycollins.com/
“© CM Photography www.cm-photos.co.uk”
Contact Details:-
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Suite 6 |
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9 Highfield Close |
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London SE13 6UU |
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+44 20 8698 9905 |
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+44 20 8285 1800 |
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+44 07903 062 771 |
