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Estelle London – 2019 Emerging Designer of the Year Finalist in the Midlands Fashion Awards

November 01, 2019 4 min read

When I stood in front of a panel talking about Estelle London fashions, I had no thought of even being a finalist. As a new brand, my team and I have been working hard to put our beautiful and classically designed garments in the hands of wearers for only a few months, and to be able to share my vision with the MFA judges was a wonderful experience.


When we learned we were finalists in the Emerging Designer of the Year category we were delighted! This category is meant to elevate an up-and-coming designer who is able to present a collection for the catwalk consisting of innovative and unique womenswear. We showcased our whole collection. I would have jumped for joy but I did not want to bring on early labour. I was nervous and phoned my mentor to express my excitement and fright! She, of course, said that there was no surprise around my nomination as our designs are so on-point and that participating would be a huge opportunity for Estelle London.  She was right - from that first email from the MFA nominee panel to the gala evening when winners were announced - it has been a rich and rewarding experience for the team at Estelle. Not to mention giving birth right before the celebration!


Being part of the MFA awards this year brings a measure of assurance to you, our customer, as well as celebrating our company. The awards are a platform for emerging talent in the fashion industry, but it is more than recognition. Judging is completed by industry professionals consisting of fashion editors, stylists, fashion scouts/buyers, industry experts, and designers. Being shortlisted recognises Estelle London as one of the leaders in the industry, and an acknowledgement for our ability to create innovative style, and do it sustainably and using fair trade practices.


The quality of all of the nominees was astounding! It is so exciting, and I am very honoured to be part of an industry that has such exacting standards. Working collaboratively with the other finalists and their beautiful clothes and putting together a runway was really exciting and such a wonderful experience. Working with the best in the industry - makeup, photography, styling and models – we learned so much.  I met so many new friends and colleagues, and I know that I will work with them again and again throughout my career with Estelle London.


Created in Birmingham, the Midlands Fashion Awards has established itself as a leading platform for discovering, encouraging, promoting and increasing the visibility of the very best of the regions innovative fashion and accessory designers, stylists, make-up artists and fashion and beauty photographers.  The brands, fashions and people that participate in the MFA each year really are top-notch. All the nominees are the best of the cutting edge and innovative creators in the UK fashion industry and designers have had their careers jump into British Vogue among other prestigious fashion industry media.


How can we make this better? That is a question that we ask ourselves when we design, construct and showcase our clothing. I was so pleased that MFA has that same goal. The idea of using fewer resources, of considering the environment in our manufacturing, paying fair prices for materials and labour – all these and more are principles Estelle shares with MFA. It is an important guideline and one that we take very seriously. We know you do as well.


Here are a few shots of our beautiful Estelle London Collection from the runway. I am so very proud of our clothing and I can’t wait to see how you wear your runway outfit!


The Halena Box Pleat Skirt, along with the Eleanor Cami, was a real show-stopper; the crowd loved this outfit! I love it too.


I was especially proud when the Adeen Bodycon Dress walked down the aisle as it has been a customer favourite since it was launched. Look how great it looks with nothing more than a pair of pumps and a bit of makeup!


The Tara Shirt Dress is such a hard-working garment for our customers. Yet it looked elegant and comfortable on the catwalk! Don’t you love the single button and pocket detail?


And finally, our two tops – the Cassandra and the Bianca Ink Print – looked beautiful on the models that wore them. I loved the Cassandra with the slim fit pants. So elegant! And don’t the white boots with the Bianca and the black leather skirt look smashing?


I’m very proud of our collection and all the hard work that our team has done. Pop over to our website to see how you can add to your own wardrobe with an Estelle London original!


This just in! I am so proud to announce that Estelle London fashions will now be featured on the world’s leading designer platform, Not Just a Label. Their mission is to support pioneers in contemporary fashion, empower emerging voices, and facilitate industry exposure. We are very excited to be able to engage with their global audience and bring our beautiful Estelle London fashions to the world!

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