How did start your way into fashion?
Both my grandmother and mother can cut and make their own clothes, that inspires me hugely when I was growing up. I started having the idea of having my own label when I worked for a small independent jewellery label when I was learning the ins and outs of how to make it in a fashion industry. I started selling my designs at London’s portobello market and old spitalfield market in the weekends, then got spotted by Topshop and asos, soon things took off quickly.
When did you realize that your brand had a higher gear ?
When boutiques either big or small from all over the world starting emailing me, that’s when I realised I have a spot in the fashion world.
How did you start your collabo with Topshop ?
One day the buyer spotted me at the Old Spitalfield market, after they having been searching me for awhile, because they saw my designs in some boutiques and asos.com
What do you expect from the Italian market ?
I am flattered that the reception of my designs has been overwhelming and my Italian customers get me and get my designs. I would love to be the alternatives Italian girls go from the usual high street brands. and build up my fan base, offer them what they look for when they come to creative-dressing.
Are you excited for the beginning of the collaboration with the most relevant shops in Italy like Excelsior in Milano?
Having that seal of approval from some of the most influential stores in Milano is such a boost to my confidence. I would love to thank my Italian distributor Baltimora for marketing us in the right market and giving the brand a special appeal to the public.
What do you think about Italy and its sense of Style?
I have such big love for the Italian fashion scent, girls and guys have that attention to detail attitude when pick up what they would like to wear. They study what they wear and what others wear, fashion and style are such big part of their everyday life.
What is the market, after the English one , which is giving you more satisfaction ?
I think English style is very sought after at the moment, with the pioneers designer such as Christopher Kane, J.W Anderson and Roksanda Ilincic and more. It is a great time to break into other European market like Italy, Germany, Spain. There is no one particular country that gives me the most sanctification. I am trully grateful when stores choose to stock my label, because I know the competition is fierce out there.
Where does your inspiration come from? From the runways , from real life ? So , how did design your own collection?
My biggest inspiration comes from my fabric sourcing trips, it helps me to realize designs I dream of and designs I would like to dress Jovonna girls in. Other than that I do watch my favorite designer catwalk and some of the most influential catwalks religiously , Sometimes it is for the reason to avoid using similar ideas to big brands, because I know a lot of high street brands will be having something very similar.
What will be the next trend , coming next season on which you mostly believe ?
For SS14, it is very fresh, print-oriented, girls and guys are more daring when comes to color blocking and print mixing. It is a fun season to get dressed. While Jovonna will be jumping on that bandwagon, we will also keep some classic designs and use the latest fabric, because we can not all dress like a Christmas tree on day to day basis.
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