Emerging fashion designer Julia Smith is showing at this season’s London Fashion Week with her ethically produced, completely on trend and interesting designs. She has also created a ‘Made in Africa’ collection of dresses, which have been produced and hand printed in Ghana and will be sold in Topshop as part of Fairtrade Fortnight from 23rd February until 8th March.
She tells us about what inspires her and why it was important to her to start an ethical fashion label:
Hi Julia, when did you decide to pursue fashion design as a career?
As a child I was always designing – making clothes for my Barbie dolls and helping my mum to make clothes for me and my sister. I studied textiles at college and realised that my heart was in fashion.
What has been your greatest personal achievement so far?
That’s difficult because after each achievement it’s important to move on and find a new goal – something new to achieve. It is great to see your clothes in the shops and the press though – but I’m really looking forward to my first catwalk show for London Fashion Week with Vauxhall Fashion Scout.
Why did you decide to found an ethically fair label?
My MA collection was all about sustainability. It’s such a broad subject but once you delve into it there’s just no looking back…
Do you only wear eco-friendly labels?
I normally wear either my own label or things I’ve made/customised, as well as vintage or just old! I love delving through my sister’s wardrobe to pick out things that she’s bored of! American Apparel is good for classics though.
How do you feel ethical fashion is perceived in this country?
I think people’s perception of ethical fashion is still quite out of date – hemp sacks and hand knitted things from your granny! It is changing though – but the average Joe public is quite oblivious to it, as we need to be educated. I think the government; the media and the education system need to make people consider where their clothes have actually come from. After all – we wear clothes every single day of our lives – and yet people just don’t seem to question their origin?
Who or what inspires you?
Everything and anything! Music, art, people, and technical processes – I’m a geek! Working in Africa has been a massive inspiration for me too – but more on a personal and social development level.
The new collection began with the philosophy in mind of ‘make do and mend’, which then evolved into an eccentric woman who collected a lot of things – some beautiful, some just interesting to her. Vintage lace, reclaimed buttons, recycled fabrics, organic fabrics, wools and yarns that she began to knit into plaits and organic shapes.
The result of this should be sophisticated clothes with a fluidity of lines and shapes. Sharp tailoring contrasted with soft draped jersey and knitted plaits and ropes. All dusted off with a sense of humour!
Who are your favourite designers?
Marc Jacobs, Yves Saint Laurent and Moschino – for its playfulness.
How would you describe your personal style?
Black!! No – quite understated. Classic with an occasional twist.
Thanks, Julia, it’s so refreshing to see an up-and-coming talented designer who has chosen to make an ethical label, and is successfully working to dispel those preconceptions about ethical fashion being frumpy!
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