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Lucy Peach Slice Q&A - Best emerging children's fashion brand 2014 - HIGHLY COMMENDED

We meet the designer behind the 2014 Junior Design Award highly commended entry




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What is your name and job title?

Emma Prigmore. Designer and Founder of lucypeachslice

What did you love to wear as a child?

Clothkits (made by my mum).

As a teen I would have loved a pair of Farah trousers, but was never allowed any, because my mum didn’t like the look!

What’s so great about children’s fashion?

These days, children’s fashion is more than functional. Parents want their children to look great as well as be able to run around the park comfortably. There has been a shift in how childrenswear is thought of. The big fashion influences start in womenswear and trickle down into kidswear.

What are the highlights of your autumn winter 2014 collection?

This first capsule collection consists of beautifully coordinating, comfortable and stylish pieces. My personal favourite is the charcoal Margot dress. The combination of photographs in the fabric - my front doorstep and the ceiling inside the Vatican - makes me smile.

How important is it to keep up with changing fashion trends?

If you believe in fashion, then children’s fashion should be right alongside adults’ fashion. Without wanting little girls to look like a mini me, a lot of trends are similar and by playing with length and silhouette, girlswear can keep right up with changing trends.

How have you made your brand stand out in the increasingly growing market of children’s fashion? 

The USP of lucypeachslice is most definitely the fabric. Self-designed from personal photographs (mostly taken on an iPhone) make the design completely unique. We also firmly believe in ethical manufacturing.

Where do you source design inspiration? 

Fabric inspiration comes from everywhere. I’m constantly taking pictures and like the idea of very abstract, unexpected places or objects being the focus of the design.

Why do you think parents are increasingly more interested in what their children are wearing?

With the advent of blogging from people all over the world, we are seeing images and reading fashion reports on a daily basis. Not just of celebrity fashionistas like Suri, Harper and Shiloh, but also the unique street styling of non celebrities. There are trendsetters everywhere and style comes in many different guises. This freedom of expression with childrenswear is exciting for parents who are themselves interested in fashion. 

Why did you enter the Junior Design Awards?

As Junior’s tag line states, it is “the world’s finest parenting website”. I have been reading it since the birth of my daughter in 2001. As corny as it sounds, to win an accolade from their Awards for my brand is the icing on the cake for me!

What is next for your brand?

SS15 has introduced a wider range with a variety of different fabrics. There is a party range made with luxurious self designed cotton silks.

To expand again for AW15, there are plans to use plain fabrics for some garments in order to highlight the prints and enlarge the collection again without it becoming too print heavy.

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