Cool Britannia

London Factory Fashion is the uber cool label that products quirky graphical T-shirts for all shapes and sizes.  Inspired by the remarkable city of London, this label is the one to watch and  TellusFashion had a  chat with Dionne Lester  the brainchild behind the brand.

When did you realise you wanted to become a fashion designer? What made you decided to create your own fashion label?

I remember watching an old film when I was little called Mrs. Arris Goes to Paris and the fabulous Dior dresses and knew that I wanted to be in fashion. As the years went on my ideas of fashion evolved and I loved illustrating and re-inventing old garments. Working for prestigious companies like Erickson Beamon, ascension, and being around creative successful people, I knew that even though I enjoyed working for fashion houses, I deep down I wanted to have my own label.


What does fashion mean to you?

To me it’s about people embracing themselves and being totally confident with it. It doesn’t matter if you’re the most flamboyant dresser or someone who thinks less is more. If you wear it walking strong and tall that to me screams fashion.

What’s the best part of being a designer?

I really get to visualize anything I see or feel into my work. I’m a person who feels it is important to express yourself and show how you feel may it be in the art music or text. Luckily I am grateful that I have the gift to do it within my clothing and people like it enough to purchase it.  Also I love creating clothes that people feel they need to have in their wardrobe.


Who are some of your favourite designers?

 My most favourite at the moment is Jeremy Scott. I think he is totally at the top of his game for the garments and looks he creates. His stuff is bright, fun and incorporates today’s culture making his garments daring yet wearable. I also adore the greats such as Dior and Givenchy, Vivienne Westwood. They were the originals that made me love fashion so they will always have a close part to my heart.

Your designs are inspired by London’s architecture, society and people, what do you love about London and what makes it special?

 EVERYTHING! I truly believe London is one of the most creative places in the world. Its unbeatable diversity blended with its remarkable architecture, makes it an amazing breeding place for creativity. I’m just inspired all the time. It could be by the rude girls getting down to the dubstep, the dubsteps beats that make the speakers vibrate into ripples, the vibrant street graffiti. I guess I am lucky that I live in a city that filled with originality.


What are some of your fashion goals? Where do you see yourself in the next couple of years?

I definitely want to expand my brand into a collective. I am always on the lookout for people in the arts that are one the same wave length as London Factory, so that the collect will be known worldwide. I plan to collaborate with artists, photographers, dj’s, stylists, anything to do with art. I aim to have a collective that screams London style, creativity and diversity.

What advice would you give to someone who wants to pursue a career in fashion design?

Do what you want to do. Everyone’s interpretation of fashion is different so you are never wrong. As long as you learn the basic from the greats i.e. Dior, Jacques Doucet, Jean Patou, Cristobal Balenciaga you can then adapt it to anything you wish to produce.

Images from London Factory Fashion

Prices start from £5

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