In the heavily-saturated world of denim it can be hard to cause a stir, but newcomer Zoe Jervoise is doing just that, armed with an ever-growing army of the coolest of fans.
So where did it all begin? A young Zoe grew up watching her mum painstakingly embroider everything from cushions to ripped jeans and picked up her sewing skills along the way. Then, while still studying at Kingston University, she decided to put her inherited talent to good use – she launched her eponymous label, Jervoise, hand embroidering vintage Levis denim pieces with bright, psychedelic patterns to give them a new and improved lease of life.
Her designs are uber-cool and undeniably eye-catching, the kind of pieces that you wear and field of an endless stream of jealous passers-by asking, ‘Where did you get your jacket?’ No surprise then that Zoe’s intricate, one-off creations soon caught the eye of a clutch of up-and-coming music stars, and before long were gracing everyone from Coco Sumner and Marina and the Diamonds to The Horrors and The White Lies – even Emma Watson and Rihanna have been spotted in the be-tapestried jackets. She even caught the eye of Burberry cool-spotter Christopher Bailey and was commissioned by him to customise a Burberry suit for then face of the brand, George Craig.
Prices for the much-coveted denim jackets start at around £600 – all that hard work doesn’t come cheap you know - but these days you can tap into the brand without breaking the bank. Earlier this year Jervoise Diffusion was launched, a collection of cut-offs, mannish shirts and jackets all highlighted with strips of colourful embroidery executed by machine rather than by hand, and with prices starting at a more modest £30.
Check out the collection at www.jervoisejackets.com
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