Jenny Packham Designs to Make Women Feel Amazing

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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.''

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