Indie Designer Interviews: dressed by danni

| Posted Apr 4th 2008 8:15AM by Mallory Whitfield
Filed under: Casual wear, Designers, Tops, Interviews, Under the Radar

We love all of the amazing independent designers out there. In order to find out more about just what makes all of these creative types tick, we present to you an ongoing segment called Indie Designer Interviews.

Today's interview is with the designer behind dressedbydanni, a UK-based independent fashion label, and the creator of the halterneck hoodie, a super fun and flirty style perfect for spring.




Tell us a little about yourself and your company. I'm Danni, a 24 year old fashion graduate and the creator of dressedbydanni. Previously discontent with the thought of working at the bottom of a large fashion house, I was determined to become my own boss and start dressing those fashion rebels in my own directional brand. I design, manufacture and sell all my own creations single-handedly, and proudly manage to create a rapport with each customer.

Dressedbydanni.co.uk was brought to life in June 2006 and now stands as an established company with loyal customer calling. Girls, globally, can now proclaim that they have, indeed, been "dressed-by-danni". I try not to directly dictate what you should be wearing this season, but simply offer a very tempting escape route from the high street. After sitting happily on a Newquay beach nearly 3 years ago, I designed the halterneck hoodie...the rest as they say, is history!

How did you get started as a designer? I started out as an assistant designer/seamstress during my degree for a small independent boutique in Birmingham. Through this connection I was lucky enough to sell my clothing in Topshop (Birmingham and Leeds branch). This gave me the confidence I needed to see the potential in my abilities as a designer. After graduating I contacted the Princes Trust who gave me guidance and funding to get my business venture off the ground.

Any advice you would give to aspiring designers? I think experience is a good way to start, be sure it's what you really want to do as it can take a lot out of you. If you want to set up your own company, do your research. I was overwhelmed when I found out how much work was actually required. Most importantly though is the ability to believe in yourself and your vision. If you don't, then no-one else will.

What inspires your work? I derive inspiration from street-style, vintage, or even the print on the fabric itself. Alternative style is my passion, so I tend to lean towards the fashion rebels when designing my collections.

Who are your favorite designers? Every designer is an inspiration to me. Fashion design is a personal extension of your personal style and you have to have a huge amount of belief in your vision to showcase it to the world for criticism.

What are your top fashion & beauty must-haves? A huge bag is a necessity, filled with everything but the kitchen sink. You have to be prepared for all occasions as life is too unpredictable.

Where can people find your work? I sell my designs directly from my website www.dressedbydanni.co.uk. I am currently in the process of shipping to shops within the UK and these will be posted on the website as and when they come. I'm very protective over my work so like to keep it close.

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