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Raspberry Plum 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?

My name is Aleksandra Stasic. I am the founder and the creative director of Raspberry Plum.

What did you love to wear as a child?

My mother was always very stylish so she dressed me very differently to the way other kids were dressed. She would often put bow ties on me, dressed me in capes, lovely tailoring, needless to say I got made fun of by other kids. This didn’t deter me, it gave me confidence to look different and to express myself.

What’s so great about children’s fashion?

You can get away with a lot more then in adult fashion. Kids are a lot more confident when it comes to appearance, they do not have the insecurities and prejudices of adults. They can go out with shoes on the wrong feet and wings on their little backs and feel great.

What are the highlights of your autumn winter 2014 collection?

Clients seem to love the fabrics, the colours and the tights. Many people have said that they have not seen anything like that before. For me it is very difficult to judge as it is all so personal.

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

Not at all. I am not a big fan of following trends. With Raspberry Plum I try to create something that will last and will look great in 10 years when it’s passed on to the little sister. I think that personal expression and individuality is a lot more important then trends.

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

As I mentioned before, clients and press do thing that Raspberry Plum is very different. When I started the brand I notices that kids brands very rarely prayed a lot of attention to the cut and the construction of the garment. It was more about the overall look, enhanced by prints and embellishments but the shapes were always plain. I wanted to crate a brand that looks at kids clothes the same way as adult clothes, that concentrates on creative cutting and unusual details, but still maintaining a clean, modern look with a vintage twist.

Where do you source design inspiration? 

I look at a lot of vintage clothing construction and detail. I also look at art from '20s to '50s for my colour inspiration. I try to experiment with deconstruction the garment and structuring it without any pre-conceived ideas. I also like looking at old photos and home videos.

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

I believe we have a new generation of parents. They understand the child’s development a lot more then parents in the past. Parents now look at their children as individuals rather then somebody who should be obedient and disciplined. There is a much better communication between parents and children and this is reflected in the child’s development. Parents want to allow their kids to express them selves in every was, and a part of that is the way that they present themselves.

Why did you enter the Junior Design Awards?

I love Junior. There are not that many lovely British kids titles and I think we should support our own. Also, it is a wonderful opportunity to get some more recognition as a brand

What is next for your brand?

I am looking to make the brand even more ethical. I would like the whole range to be organic. I would also like to expand to knitwear (as the entire collection is made from knitted fabrics). I have so many plans but I have to try to take it one step at a time and not overwhelm myself!


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