Jasmine Guinness Chats to FemaleFirst

07-11-2008 12:21

Heir to the Guinness empire, you would have thought Jasmine would have a strong career in brewing bitter, but no she chose an altogether different, more fashionable path.

Whatsmore, she is also becoming one of the most promising design talents to hit the fashion scene. It comes as no surprise really seeing as she has a background in modelling, is a lover of all thing vintage and counts Vivienne Westwood as one of her main inspirations.

We sat down with Jasmine for a quick Q&A to talk about her new collection for Oli, which independent shops she is championing and most importantly, if anyone ever asks her for a free Guinness!

What have you been up to recently?

I have been getting my toy shop, Honeyjam, ready for Christmas. We are also hoping to open our on line shop with a small taster selection before Christmas , so it is all flat out at the moment!

Why are you supporting Unchained Heroes, and which shops are you championing?

I think it is very important to support independent shops as they are the life blood of our economy and give part time and full time employment to so many. I have chosen shops that are small and brilliant at what they do.

Do you prefer vintage or high-street clothes?

I like to mix them up as much as possible. Vintage is so expensive now but there is a real trend for new vintage style clothes. I love high street too, especially for day time.

People consider you something of a style icon, what do you think of that?

I think everyone can be a style icon, you just have to feel happy and confident with what you are wearing.

Do you prefer being a fashion designer compared to being a model?

I love clothes so getting to design things I have always wanted is great fun and a real learning curve.

Who do you admire in the fashion industry?

Vivienne Westwood, she is an amazing designer, has a huge social conscience and is true to herself. A real character!

Who do you admire in the fashion industry?

Vivienne Westwood, she is an amazing designer, has a huge social conscience and is true to herself. A real character!

Who or what inspires you?

Strong characters inspire me, like Katherine Hepburn or Vivienne Westwood. Nature inspires me too, it produces more beauty than man ever can.

Who would you like to work with- either designer or celebrity?

I would love to design dresses with Bella Freud or heels with Christian Louboutin.

How did the collaboration with Oli come about?

They asked me and I jumped at the chance!

Your range for them is quirky and sexy but comfortable too- we love it! what was your inspiration for the collection?

I'm afraid I didn't go very far for inspiration. I just make things that I have always wanted!

How would you describe your range? who did you have in mind when you designed it?

I suppose it has character and is not for the very conservative but I do try to do something for everyone. I think of all my friends when I design and think what each one would like. The girls I had in mind go to work and then out so I made the clothes to cross over from day to night.

Do you have a new collection planned?

Yes, we are working on Spring/ Summer 2009. I am really excited because I think it will be strong and I can't wait to get my hands on those dresses and swimsuits!

Do people ever try and blag a free Guinness off you?!

All the time! I wish I had a special card that could get free pints in all pubs but sadly no such thing exists.

FemaleFirst- Laura Terry

Jasmine Guinness is working with unchainedguide, which is a website featuring the best independent shops in London