Topshop have signed up to stock Jemma Jude swimwear; but not after a little bit of a fight.
The brand first approached Mel Keir, the designer behind the bather’s collection last year around Easter time at the French fashion trade show. She told thevine.com.au that she said no because their offer was too low and she would be content to wait for the right deal and time. Woah, that’s gutsy?! It is Topshop?
"By Christmas (however) we were in production on an order that will result in being on their shelves soon" She commented. So gutsy paid off. The collection will be all about Australia, which she claims we know what were on about when it comes to swimwear. "I think it’s because we know what it’s like to live in swimwear. We know it has to be functional in the surf. We don’t just lounge around in it like its St Tropez." Keir comments.
It sounds like she has great pride in her roots, but has jumped at the opportunity to work with the mega UK retail giant. But it hasn’t been easy. She has had to simplify a lot of her designs to help them cater for a more affordable and mass market. Something that isn’t always easy, when the collection can be a designers pride and joy. However, it is well worth the sacrifice, stocking your collection next to pieces that Kate Moss has designed surly can’t but help your profile right?
Jemma Jube will be available for Top shop for the European summer, which approximately launches around March / April. You can buy online at topshop.com