ELLE meets Zoe Jordan

We visited her Chelsea studio

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By now you’ve presumably entered your finest scribbles into Zoe Jordan’s ‘Do It Like A Doodle’ competition and are keeping your fingers crossed that you’ll see it come down the catwalk. In the spirit of research (and in no way trying to curry favour for our own sketches), we thought we’d pop to her studio to find out more about what inspired the competition and to see what we could find out about the upcoming s/s 2014 collection.

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‘We wanted to move away from digital prints and do something more real and natural and hand drawn’, says Jordan. So, alongside the doodles that we’re all contributing, other illustrations and overblown graffiti will appear on printed pieces throughout the s/s 2014 collection. And – head’s up – we’ve got competition. Jordan’s 11 month old daughter has already contributed artwork.

A moodboard is propped up in the corner of the Chelsea studio, covered in images that have inspiring next season’s collection, a mixture of skater boys, super cool models and modernist art work. ‘There’s a street element to it but it’s still clean cut and elegant,’ says Jordan. Sketches of the new pieces line another board and print samples and toiles hang on a rail; with just over a month to go until London Fashion Week the collection is well and truly under way. At the beginning of this year Jordan and her family moved back from Hong Kong to resettle in London. She had been dividing her time between the two cities, spending six weeks in each, and it’s a relief to be full time in the studio overseeing proceedings.

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The nonchalant glamour of her label is heavily influenced by Saville Row tailoring and has an ease and elegance about it. ‘Boys’ best friend, girls’ confidante’ is the tagline that she uses to describe the Zoe Jordan girl. Lauren Hutton is her biggest inspiration right now. ‘I think I’ve cracked her secret,’ she tells us. ‘It’s the way she pairs expensive clothes with trainers and a T-shirt. It’s effortless.’

Jordan’s aim is to spearhead a new wave of British contemporary labels, that accessible luxury that American brands like Alexander Wang, Helmut Lang and Theyskens' Theory do so well but that the UK has been lagging behind. We’re sold – and we can’t wait to see the new offering hit the catwalk.

See the Zoe Jordan a/w 2013 collection.

All you need to know about the 'Do It Like A Doodle' competition...

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