We catch up with Gemma Edwards, one to watch…
Gemma Edwards has just completed a BA in Fashion Design with Marketing at Regent’s University London, due to graduate July 2016. Seaside Calamity is the final product of this degree showcasing a six outfit final collection where she proudly opened for the graduate fashion show.
Tell us a bit about your final collection:
Seaside Calamity is a collection that incorporates ruffles, stripes and other delights. With inspirations that contrast between country western style and the British, Victorian seaside, the aim of the collection was to produce a colourful collage of the contrasting themes. Two films that inspired the collection are Meet Me in St Louis and Calamity Jane; both reflecting the same time period of women who adorned themselves to show off their wealth. Seaside Calamity portrayed this through ruffles, bows and appliqued shapes.
How would you describe your style?
My style reflects playfulness in everything I do. Whether it is in my designs, illustrations or in the outfits I wear each day. This shines through in the styling I used for the collection with a giant inflatable flamingo, armbands, ice creams, lace gloves, a ukulele and cowboy boots. I think it is good to mix styles and try different things but in the end my style all originates with three words, colour, colour and more colour!
Who’s your fashion icon and why?
My fashion icon would have to be designer Jeremy Scott, of his own brand and at Moschino. His fun aesthetic inspires my own design philosophy of creating fun and colourful pieces that make people feel excited when they see or wear them. To me the fashion industry has become quite serious and I believe it should be the complete opposite. Fashion should make you feel something inside and inspire you with ideas and wonderful images. Scott does this superbly with his pop culture references that bring back feelings of nostalgia.
Where would you like to be in five years?
In five years’ time my self-titled brand will be shining through the fashion industry! I can picture it now with more collections that make people smile, laugh and feel fantastic.
Where is your favourite place to go in London and why?
To choose a favourite place in London would be impossible. The city amazes me every time I step out in it. The architecture makes me smile and I love the Southbank during the summer and Christmas months. Major exhibitions probably excite me the most. The very first one I visited was the ballgown exhibition at the V&A museum after just moving to London for the first time. I had tears running down my face in wonder and excitement.
