Emmy Collins London Fashion Launch
November saw the launch of designer Emmy Collins’ showroom in Shoreditch. A refreshing and new approach to work suits, shirts, jackets, ties and dresses. Emmy’s designs give suits that funk flavour that makes you want to go to work, just to wear the outfit!
Many celebrities came down to check out Emmy’s new designs and to congratulate him. Celebrities in attendance included fashion legend Janice Dickinson, Emmy’s muse X factor Brian Friedman, Belle Ami from X factor, Hofit Golan, David Van Day, Sue Moxley, Lizzie Cundy and more! Not forgetting coverage by OK magazine, OK TV and Fashion TV too.
Superstar had the opportunity to speak to the talent himself, Emmy Collins to discover more behind the concept of his collection and his upcoming fashion projects!
Q: Hi Emmy! Congratulations on your London Launch, tell us more on what today is all about?…
A: Today it’s all about the launch of my showroom, I’m actually showcasing my spring/summer 2011 collection. I need people to come down to Shoreditch, to me it’s one of the most stylish places in London, graphic designers, artists, painters everyone and everything you need is here.
I think there is some kind of gap between what is out there and what I’m all about. I’m here to offer more, to show people the difference and originality.
Q: Brilliant. Now as your designs are very distinctive and original how do people’s reactions vary from country to country?
A: Actually it depends who you are talking to. I am originally from Nigeria, which is a very conservative country. And I love it so much, every now and then I go back there.
Initially I thought people were not going to be positive towards it but when I came they were actually waiting for something like mine to come in, something refreshing and they loved it!
I’ve never really seen people saying they don’t like it it’s a question of whether they can pull it off. My clothes are for the very confident individuals, the confident man who doesn’t care what people think, he just wants to be himself.
Q: My father is from North Africa and for me this has influenced my style and what I wear.
Would you say your African heritage has influenced your designs?
A: Most definitely, I am actually inspired by a Nigerian musician called Fella. As a child I used to sneak out of the house to go out and watch him, he was very controversial and the most stylish man that ever lived in Nigeria.
It’s been almost 10 years since he died, and for me he still remains the most stylish man in Nigeria.
Q: Talking of stylish men, Brian Friedman is the face of your brand, he is obviously a very handsome man. What made him the best for your brand, why did you choose him?
A: I was looking for a muse at the time,that confident individual who just wants to be himself, original, and cares about himself not what others think. I was watching I think it was ITV ‘Grease is the word’, and there was Brian sitting amongst the panel.
I knew who it was but didn’t have a clue how to link him, but I knew he was the face. When I saw him I thought I have seen my man. I messaged his contacts, his publicist and took if from there.
I met Brian showed him the collection and he loved it. We love Brian and he loves it. Everybody’s happy!
Q: You offer bespoke and ready to wear. What type of clients do you hope to attract in London?
A: At the moment I am in Shoreditch which is very close to Moorgate, I want to attract bankers. At the same time I don’t want to loose who I am.
I know there are very stylish individuals who don’t necessarily wear colour. What I’m trying to do is put them in the black and grey but make the black very colourful.
Q: How do you make your designs have your signature style?
A: I’m not formally trained or structured. I’m self trained and raw. Everything I put in there is original. I just put myself into it and try to make it as original as possible.
I have the Emmy Collins cut in the shirts, jackets or the few dresses I’ve done, when you see it you just know it.
Q: I have read that you believe everything happens for a reason, I do too. What’s your attitude to work and life in general?
A: My attitude to life as my mother told me, she always says work hard. When you work hard at some point in time you will get your reward!
Q: How would you describe yourself in three words?
A: I’m a real, passionate and original.
Q: What are your upcoming fashion projects? what are your plans?
A: At the moment I’m working on my Autumn/Winter collection 2011. I’m going to be showcasing them in Florence (I’ve been doing it there for the past few seasons), everybody who is in menswear goes there.
London Fashion Week is around so I’m going to have my first show in London.
At this point in time I’m trying to be British, I live in London, I love London and I can tell you that most of the fabrics, about 95% in the new collection are made in the UK.
I’m keeping it UK, I’m proud to be living here, I’ve got a lot of love from Shoreditch and the UK.
Eve-Yasmine: Fantastic, well I really look forward to seeing your show and your next collection. Best of luck with everything Emmy!
Emmy Collins: (Smiles) Thank you.
Links: Emmy Collins Official Website | Emmy Collins on Twitter Images: YQ Photography
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