Introducing brand new British label Belles of London…We’re really excited about this North London-based fashion label premiering at QVC this week! A new brand specifically designed for women who understand and appreciate quality, Belles of London create beautiful individual pieces that are perfect from desk to dance-floor; plus everything is made here and they’re proud to be 100% British.
We caught up with Beth Davy-Day designer at Belles of London to look at the QVC collection and give you a sneak peek at what’s coming to air. Plus we wanted to know more about the brand’s commitment to the ‘Made in Britain’ ethos and to find out more about its social enterprise in the local community.
QG: Hi Beth, can you tell us more about the label and how it works with the local community?
BDD: “We’re committed to the ‘Made in Britain’ ethos; Belles of London is situated in its own North London factory which is owned by sister company Fashion Enter Ltd which is an award winning social enterprise.
[QG: Fashion Enter Ltd is a centre of excellence for sampling, grading, production and for learning and development of skills within the fashion and textiles industry.]
BDD: “The factory makes between 5,000 – 7,500 garments a week for clients such as M&S (Best of British), working to the highest possible quality standards at all times. However the factory needs a succession of machinists to continue with their busy expansion so we started a course to start retraining a lost generation of stitchers!
“The company now also strives to be a centre of excellence, for learning and development within the fashion and textiles industry, centring on the government’s apprenticeship programme. This year we’ve opened a state-of-the-art training centre with government funding, which also caters for training people who are differently-abled and people who are unemployed.
QG: What’s different about your gorgeous capsule collection for QVC?
BDD: “When Belles of London first started working with QVC I knew we had to do something really different; create garments that had their own personality but at the same time be timeless and contemporary. When we sourced Europe for the right print house I knew the prints we bought were just so vibrant – just like the QVC customer!”
BDD: “We always look to create designs which seamlessly fit into everyday life so this capsule collection will take you from day to evening with feminine silhouettes and beautiful cuts. [QG: We totally adore this blue crépe dress]. Combing classic yet contemporary dress design with unique Italian prints this collection is going to go down a storm with QVC viewers! Here’s a sneak peek – tell us what you think!
Our very own Will Gowing took a trip up to meet Jenny Holloway the founder of the brand to find out more.
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So tune in on Monday 27th July at 12pm and 8pm to watch the Belles of London premier show.
Shop all our fashion brands now.
Read an interview with Jenny Holloway in the Guardian newspaper. Journalist Lottie O’Connor met up with the ‘fashion philanthropist putting education at the forefront of the industry’.