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London based fashion designer
Louise Amstrup |
In the wake of London Fashion Week DUCC is arranging “Fashion in a Global Context” , a seminar and reception focusing on how Danish companies can make success on the UK market. In this connection London-based designer Louise Amstrup has been invited to make a presentation based on her experiences with the English fashion market. REDletter has in that connection had the great opportunity of interviewing the successful designer.
Louise Amstrup was born in Denmark (Roskilde) but moved to Germany to study at the prestigious fashion school in Dusseldorf, Akademie Mode und Design (AMD). Graduating in 2003 AMD awarded Louise Amstrup with Graduate Talent Prize. Following Lousie Amstrup moved to London where she worked for Alexander McQueen, Jonathan Saunders, Alistair Carr, Sophia Kokosalaki and Catherine Walker before she decided to take a new challenge and started her own company with her self-titled debut collection “Louise Amstrup” in 2006. Louise Amstrup’s design will this year be shown at London’s Fashion Week with a show at the Royal Academy on 15 September.
Why the big interest in fashion? Where does it come from?
I guess I have always enjoyed expressing myself in a creative way and I soon realised that fashion design was the way for me.
How was it working for big names such as Alexander McQueen, etc.?
It was an invaluable experience! Of course it was hard, we worked ridiculous long hours under “interesting” circumstances, and I often thought, that I had reached my limit. But somehow I kept being able to push myself further, which was quite an interesting personal process. Apart from that it was amazing being able to work with some of the most skilled people in the fashion business, not only from a creative point of view but also technical.
Why did you decide to create your own label? (Was it obvious or a big and heavy decision?)
From the day I decided to study fashion design, I also knew that it would be with the intention of starting my own label. I had an extremely “lucky” start. I decided, while still freelancing, to just “try” and make a small collection. This collection got picked up by Francesca Forcolini (owner of Labour of Love) who instantly placed an order…and before I knew it, it had all kicked off. That first order gave me the opportunity to make another collection and here I am 3 years later.
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| Design by Louise Amstrup |
What are the greatest challenges being a Danish designer with own label in the UK?
I think, that not being British sometimes make things a little harder in London. And additionally I didn’t study here either, so I did really enter the London fashion scene/ market as a complete outsider. I do think that BFC (British Fashion Council) are great at being open minded and support talent from all over the world as long as they are based in UK, but naturally I guess there is a reason why it is called the BRITISH fashion council ;-)
What are the premises for success in London/UK?
The good thing about London is that it is probably one of the best “showcases” for new designers in the world. The world press has already got an eye on London, and if you can get their attention the chances of success have already risen a lot. The next stage, which would be getting stockists, probably has to be seen from a more global point of view. And I guess there is reason why most UK based designers show in London but go to Paris to see all the buyers.
In general, is there anything characterizing Danish fashion design?
That is a hard question… I am sure there are elements which can be found in most Danish fashion design. But then again thinking of Jens Laugesen, Peter Jensen, Camilla Staerk, etc. we are all very different style wise. It has probably got more to do with how we approach our work, how we tend to keep a cool head, add a bit of self irony and never overload and creating “baroque” night mares. And naturally never forgetting that there is a fine balance between creativity, innovation and commercial values.
Seen from the London scene, is there a general attitude towards Danish designers and Danish fashion design? What are we known for?
I think we are known for being good at finding this balance of the 3 listed above and therefore Danish design has a high status in London… In the world.
For futher informationen on Louise Amstrup visit www.louise-amstrup.com. For signing up to DUCC event "Fashion in a Global Context" email info@ducc.co.uk |