Diana Vickers For Very.co.uk

Diana Vickers is the latest celeb to join Holly Willoughby and Fearne Cotton with a range of clothes for Very.co.uk. As I expected, the collection is quirky and girly with an essence of fun! I have included some photos of Diana in the clothes and also a lot of interview questions about her collaboration with the brand. I always find interviews much more fun to read than plain text about a clothing collection. Click this blog post to view the whole feature.

This is your first time designing a fashion collection – how did you find the experience?

“I really loved it – I loved being so hands on with the designing of my collection. At first I have to admit I was a little stuck and wasn’t sure exactly what angle I wanted to take but as soon as I got into the swing of things I was off. There was no stopping me! I loved perusing the shops and sitting at home with a glass of wine riffling through magazines to get ideas. I found it a really fascinating process and one I’d definitely love to do again.”

How would you describe your collection?

“I’d say it is fun with a sophisticated twist. There are quirky prints and bold, fun colours. I think the pieces work really well together as a collection but also make a statement individually, for work or play.”

What were your main influences and inspirations during the designing process of your line for Very?

“I looked to my key fashion icons Bridget Bardot, Kate Moss and Carey Mullingan. The film ‘An Education’ really inspired me – I love 60’s fashion with their a-line shapes, shift dresses and short hemlines and this is definitely evident in my collection.”

What made you want to design a fashion range?

“I’ve always been really interested in fashion – I absolutely love it! My dream would be to have a massive worldwide collection! Back to reality though…I saw how well Fearne and Holly’s collections were doing and how they are so proud of their ranges and are real ambassadors for them and I knew I wanted to be part of Very.”

Did you have ideas about what you wanted the collection to be from day one?

“I was always clear in my mind that I wanted to create clothes that I would love and this was the base I worked from. I did a fashion shoot before I started designing and I felt really confident with myself and my body. I took notice of the clothes the stylist had registering what I liked and didn’t like. I knew I wanted my collection to have a fun vintage feel and was constantly looking in stores and magazines to see what was out there to work out exactly what product, style and feel I wanted to create.”

Who did you design the collection for? Did you have a specific person in mind?

“Just young women who have a light -hearted, flirty relationship with fashion. Women who are keen to experiment with interesting prints, retro cuts, bright and pastel colours. I’d like to think the collection will have a wide audience. There are pieces to suit different shapes with shifts dresses, a-line skirts, playsuits, jersey tees and wide leg jeans. I didn’t have a set person in mind but did have an idea of the personalities I wanted to appeal to.”

What are the Top 5 pieces from the collection and why?

July drop: Dog print playsuit – my choice for festivals! Sequin vintage dress – the perfect summer party frock. Cherry Blossom dress – ideal summer day wear. Duck egg blue skirt & Yellow top – a wedding outfit with an edge and the Grey jersey tee – because we all need a sofa day once in a while.

August drop: Camel coat – the perfect classic coat. Grey Jumper Dress – get that day to night look and the Purple 60’s shift – simple glam!

Which cuts, shapes and hemlines do you like working with most?

“60’s shapes and cuts play a major role in my collection with shift shapes and short hem lines featuring heavily! I’ve also explored high neck tops with my ruffle dog print blouse. I like to cover up on top but show my legs off. When I’m with my stylist I put a dress on and we always decide to shorten it. There are a few pieces in the collection which are perfect for this look. I did enjoy experimenting with hem lines for this collection though and it was great to see how gorgeous my A-line printed skirt and vintage beaded dress look which have a slightly more 50’s feel.”

There are some gorgeous prints in the collection – where did you get the ideas for these? Did you look at vintage prints or what was hot on the catwalk?

“I actually looked at wallpaper for my cherry blossom print. I went through interiors magazines and wallpaper samples – there were so many gorgeously intricate and kitsch prints. I selected a few samples and used these to create the print. Otherwise I dug through vintage stores taking pictures of everything I liked – this is where the idea for the dogprint originated.”

Has your personal style influenced the pieces your designed?

“Yes it definitely has. I think you’re always going to lean to what you know and like when you create something. That said I’ve really enjoyed pushing the boundaries of my style through my collection working with shapes and hemlines I wouldn’t necessarily normally wear. The pieces all reflect my approach to fashion though, which is generally to try and have fun with fashion, and I think this is what customers would expect. I want people to look at the collection and see that it has come from me.”

Which fashion designer do you most admire?

“There are so many great fashion designers out there! I love Julian J Smith’s use of fabrics and Markus Lupfer is another of my favourites. You cannot forget Stella McCartney. Her collections are so classic with gorgeous cuts.”

What is the most important fashion lesson you have learned?

“Dress for your body. It doesn’t matter how much you look to the trends and magazines if you’re not wearing what fits you it’s never going to work.”

Your collection is for online brand Very.co.uk – what do you feel about internet shopping and why do you think it is becoming so popular?

“Internet shopping is great. Sometimes when I go out shopping it is so busy and I get very flustered and bored. A lot of the time there are so many clothes that you can’t even look at because they are buried away in bundles. Online shopping is much more relaxing. You can take your time and check out the items properly while sat on your couch having a brew!”

Who was the first person you showed your designs too?

“My sister…she loves the collection! She’s a right little fashionista too.”

Where can you imagine people wearing your clothes?

“Hopefully at festivals and summer parties. I think it’s a range that you can wear for lots of different occasions. Wear it to work and brighten up your day!”

How did you feel when you saw the final collection?

“I was overwhelmed, I had high expectations and the final result surpassed all of them. It’s been so much fun doing the project and to have the clothes sat in front of me was so exciting. Modelling and wearing them for the shoot was amazing, it finally felt real!”



  1. May 27, 2011 / 2:07 pm

    Wow, I’m in love with the first dress! The colors are gorgeous.

    • May 28, 2011 / 5:11 pm

      It is a nice collection 🙂

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