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Top 25 Art Blog - Creative Tourist

Designer Spotlight: Joelle Jerome hits the ground running

Amelia's Fashion Editor, Rachael caught up with Claire Madelin to find out more about her inspired label...

Written by Rachael Oku

joellejerome 3Imagery throughout courtesy of Joelle Jerome, ambulance photographed by Steph Ross.

Where/ what did you study?
I studied at Northampton University on a BA Fashion Course, stuff graduating in 2007.

Did you always know you wanted a career within fashion?
No. I’ve always wanted to do something creative apart from a brief spell of wanting to be an accountant and I’ve always loved clothes but it wasn’t till I was about 16 or 17 after a visit to Spitalfields market that I decided. I was very inspired and from that day onwards I knew I wanted to set up my own label.

joellejerome 8What have you been up to since graduating? /When did you establish the Joelle Jerome label?
My first job after finishing University was for a Lingerie and Nightwear supplier. Alongside this I continued to work on my own designs, discount showing at Alternative Fashion Week in 2008. When I was made redundant later in 2008 alongside doing some freelance work I decided to follow my dream and set up the Joelle Jerome label.

As you know Amelia’s magazine likes to promote and highlight designers who use both fair trade and eco processes their designs, how does Joelle Jerome approach ethical design?
I source my fabrics from a local warehouse who specialise in remnant deadstock fabrics, therefore cutting down on waste which I feel is a massive problem in this throwaway society we live in today. I like to keep as much as I can local. My manufacturers are also just a two minute walk down the road.

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Do you have a career highlight so far?
It’s the simple things that have been highlights for me so far, like selling my first dress. A new singer on the scene called Eleanor Seabird was one of the first customers to visit my online shop and also sang at my launch night. Also gaining interest from retailers who want to stock my line is great. It’s so hard for small labels these days so it’s great to know that there’s so much support out there.

What kind of woman/customer do you design for?
Women who know their own style and don’t feel the necessity to follow trends other people have set for them, but to make their own.

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Can you tell our readers what your inspirations were for your SS10 collection?
The collection is called ‘batsandcats’. It has many contrasting elements with a dark grungy side mixed with a pretty girly innocence. I was very inspired by the character of Enid in the film and comic book Ghost World.

What are you looking forward to in the next decade?
Meeting lots more people and building on the Joelle Jerome label. Hopefully taking it internationally whilst retaining its UK roots. I also have a few other ventures (top secret at the moment, sorry) and collaborations I would like to do. I want to beat this credit crunch I got a little caught up in. View the Joelle Jerome collection here.

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