British-based
designer Jenny Packham has opened up on her design ethos. She comments that
when she's approaching the creation of a new garment, she tries to visualize
what someone would love to own and why they'd want it, because she wants people
to fall in love with her designs and think they're amazing. She
said: ''When I design I think about the desire someone might have for it,
and why. I want them to fall in love with it. Nobody is going to buy one of our
dresses because it will do, or as something to hide away in their wardrobe and
wear at some dimly undetermined point."
She
adds that people know what they want when they're shopping her designs, so she
tries to see what their purpose might be and make women feel good about
themselves for their occasion: ''They always have an event of some kind in
mind.They want to walk in the room and for everybody to think how
amazing they look. That's the job, really. I have always loved to create
pieces that are special, unique. It's very important to me that the dress means
something to someone. I've no real interest in making something that's an
everyday item.''
Jenny
loves the mixture of women who enjoy her designs because it's such a wide range
of different people: ''I really enjoy the diversity of the
people we dress. This morning we're sending out dresses to Lady Gaga and Helen
Mirren. And I'm very excited because we just dressed Anna Gunn
from 'Breaking Bad'. I have become obsessed with that show, absolutely
obsessed.''
