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Zoe Jordan S/S 2011

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Sunday 19th September – Last season, we found Zoe Jordan exhibiting her Irwin & Jordan label in the designer showrooms but this time around, things have moved on. After waiting our turn in a queue of buyers and journalists we finally got a chance to ask  her what’s been happening over the past few months.

“We’ve won the Elle LaunchPad award,” she told us. “We picked up a lot of new stockists off the back of that – some really good independents – and they’ll continue to mentor us going forward. Lorraine [editor of Elle] came by to do a personal order. We’re showing at Paris in a couple of weeks, we’re taking the colection to Japan. We’ve had lots of great press and Harrods are taking the collection this season.

“With the collection being quite young and without having done too much marketing, the clothes seem to be selling themselves in Harrods, which puts us up there with some really big name. It feels like people are starting to learn a bit more about the brand and the demand has picked up.”

We asked her if it felt like she’d reached a point where it felt like she’d begun to achieve what she’d set out to when she founded the label. “I  feel like not all the hard work is done but I feel like I’m now past those initial few years where you just don’t know how it’s going to go. Coming from a finance background as well, having given up all that to start on something totally, totally brand new – it’s a little bit of a relief to get the award and the endorsement and the pat on the back from such great industry names.”

Was the background in finance a benefit in developing the label? “I think it’s really helped. I originally studied architecture which is half design, half maths and now, you’ll see that my collection is quite symmetrical – I like things to add up, you know, straight lines and quite clean, quite methodical in ways.”

Finally, there’s also some good news in Zoe’s personal life. “I got engaged in January and we’re getting married in Majorca in four weeks!” Unsurprisingly, Zoe’s designed her own dress.

We wish Zoe all the best for her nuptials and the ongoing ascent of her label. You can find the new collection at

Written by Myles

September 28th, 2010 at 3:40 pm

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