Fashion Fringe Winners vow ‘clothes for real women’
An article by Sarah 
Posted September 22, 2009
The winner of a London Fashion Week new designer award has vowed to produce clothing for “real, curvy women”. Jena Theo, the young design duo who won the Fashion Fringe at Covent Garden, said their outfits looked best on women with more shape.
Jenny Holmes, 29 and Dimitris Theochardis, 31, drew inspiration from their Greek and British heritage to scoop the award for their spring/summer 2010 collection. Jenny, who runs the label with Dimitris, said: “Our clothes only look good if you have breasts and hips and a sexy figure. We wanted to make clothes for real women and show they look good in them, because it’s real women who we want to buy our clothes.”
The designers used size eight and 10 models in their winning catwalk show, but all were notable for having a feminine shape. The pair beat more than a thousand hopefuls to win £100,000 of business support for their new label over the next year and the opportunity to exhibit their collection at London Fashion Week in February and September 2010.
Hollywood’s favourite red carpet designer, Roland Mouret, who nodded appreciatively in the front row of the final-round show, said all the designs were “incredible”. Another guest, Girls Aloud singer Nicola Roberts, said: “I was really impressed. Designers need to be aware that not just ultra-skinny girls buy clothes. It’s important to design for bigger models as it will help them sell more clothes.”
Holmes, who studied with Theocharidis at the London College of Fashion met in 2002, said: “I think the amazing mentoring Fashion Fringe offers is even more important during the recession when it’s really risky to set up a business.” Jena Theo described their new collection of muted coloured jersey and crepe pieces in a mix of slouchy and tailored cuts as “recession-proof”.
“I am feeling stunned and elated and privileged as all of the designers on this year’s platform so deserved to win,” continued Holmes after receiving the award. Theocharidis added: “I feel amazing, it has been a great platform, the mentoring and support was incredible.”
Fashion Fringe at Covent Garden launched six years ago by fashion historian, Colin McDowell, to encourage aspiring designers to forge a career in fashion and advise them how to deal with the challenges of starting a new business. It is chaired by Donatella Versace. Find out more on the website here.
