Design duo, Jenny Holmes and Dimitris Theocardis met in 2002 at the London College of Fashion. After a brief career as a buyer and fashion tutor respectively, they decided to collaborate for Fashion Fringe at Covent Garden in 2009 and their label, Jena.Theo was born. Don’t Panic talks to them about their AW10 collection, their inspirations and what it was like to meet Donatella Versace.
You are an Anglo-Greek collaboration – how does this influence your designs?
The combination of two different backgrounds makes the creative process more interesting. The two different heritages is an infinite source of inspiration.
Your AW10 collection was inspired by twentieth century icons such as Marlene Dietrich, Ginger Rogers and Charlie Chaplin – who do you think are their modern day equivalents in terms of style?
Tilda Swindon, Johnny Depp, Naomi Watts.
In your AW 10 collection you focus a lot on creating structure and playing with proportions – what were you trying to achieve by doing this?
We always question the female form and conventional shapes often used in pattern cutting, and drive it as part of our identity. We want to create drama and movement in our pieces to make her feel powerful and in control of what she is wearing.
What comments do you think your collection makes about social change?
For our A/W collection, we looked at the evolution of the female silhouette through the twentieth century, characterized by times of conflict, financial crisis as well as social changes. We referenced the 30s, the great depression and the French Resistance. This all came about because of the fast paced environment we live in today. We wanted to celebrate times gone by.
You collaborated with artist, O. Two on your latest collection – what visual message were you trying to create?
To collaborate with an artist like O. Two was really exciting, as he brought a new graphic impact to our collection. We wanted to combine the movement and volume of the clothing with a message, and tailored the clothes to suit the placement of the typography he designed, pushing the shape around the form of the print.
You were chosen as winners of the Fashion Fringe Event at Covent Garden in 2009 which was chaired by Donatella Versace – what was that like? Did Donatella offer you any helpful advice?
It was a great honour to be chosen among the other four finalists by Donatella Versace and she also offered us the opportunity to visit her studio in Milan as part of the mentoring. It was a once in a lifetime opportunity to visit the Versace atelier as we got to see a sneak preview of their couture collection.
As part of your prize you were given a studio in Somerset House – what’s it like working in such an important fashion institution?
It makes us feel like we’re really part of the fashion industry – and it’s brimming with history so it really inspires us. It’s also great getting support from Somerset House, as well as seeing so many exhibitions and events taking place there.
How has your success at Fashion Fringe impacted on your career?
Fashion Fringe at Covent Garden has given us a great platform to build on and we've gained invaluable knowledge and support from being part of their family.
If you could dress anyone – alive or dead – who would it be and why?
Helena Bonham Carter for her quirkiness and unconventional style.
What are your plans for the future in terms of your label?
We are working hard to establish the brand, selling in prestigious boutiques and aim one day to open our own concept boutique.
Have you got any tips for young graduates hoping to have a successful career in fashion design?
It's about getting yourself out there and staying focused on your goals. Get as much experience as you can and keep persevering.
Any tips for SS 11? What direction are you going to take creatively?
We’ll tell you closer to the time!
See more at http://www.jenatheo.com/
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