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FASHION INSPIRATION, TRENDS & ADVICE
 

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SPOTLIGHT ON

Ghost London

4 July 2018


Think of the iconic British label Ghost London and immediately a picture of beautiful, bias-cut satin and crepe slip dresses comes to mind. The heritage fashion house, which was founded by Tanya Sarne in 1984, was the uniform of choice for Nineties It-girls and supermodels such as Kate Moss and Naomi Campbell.


Fast forward to 2018 and the brand is moving in a new and exciting direction, launching its first ever pre-fall collection, which is available at Next Online. What to expect? Effortless do-it-all dresses in head-turning prints. Here, we caught up with the brains behind it all, Ghost London’s creative director, Sameera Azeem.


SHOP GHOST LONDON

Who is the Ghost London woman?

The Ghost London woman is feminine, strong and confident in herself and her style.


How would you describe the brand’s aesthetic?

Everyone knows Ghost London for the bias cut and garment dye, but over the last three years we have been slowly introducing new styles through our collections. Women today don’t want complication, so we try and design our garments to reflect this, combining effortless silhouettes with beautiful prints. The simplicity is in the style, while the pattern does the talking.


What was the inspiration behind the new pre-fall collection?

This season is all about modern heritage, drawing inspiration from the Seventies and Eighties – a time when I feel women’s style was at its most effortless. Those influences have been woven into the collection to offer easy and casual pieces that strike the perfect balance for day-to-night dressing.


Can you describe the design process?

Research and inspiration is the key first step in designing any collection. This allows us to understand and develop the vision for what we want to create; from this we then develop a moodboard using imagery that represents the look and feel. After analysing this, it’s on to sketching and range planning, while working on fabric selections and a colour palette. The final design stage is receiving the correct samples in the selected fabrics and colours, once we have this we can then truly build the collection and make any amendments where necessary.


How did you get into design?

I’ve always loved art and fashion and was obsessed with playing with paper dolls as a child – it must have been a sign for what was to come. Inevitably that led to studying a degree in fashion and textiles at university and the rest progressed from there. I have been at Ghost London for three years now and every day is different.  


What advice would you give someone who was looking to follow your path in the fashion industry?

Perseverance and determination: two fundamental traits that I feel you need to have for a career in the fashion industry. Adaptability is also key – the industry is so reactive and fast-paced that you need to be able to adapt every hour.


What’s your favourite piece from the pre-fall collection?

I love the Meryl dress with its Eighties cheetah print and subtle shoulder padding. The pattern is quite bold if you take it out of context, but we’ve designed the silhouette to be super easy and versatile. You can dress it down by day with trainers but move effortlessly into the evening with a pair of heels. Women today don’t want to spend money on something they will only wear once so I always take this into consideration. 

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