Helen Howe to enter Britain’s Top Designer Award
Midlands based Helen Howe will be presenting her quintessentially British heritage collection to the panel of expert judges at the prestigious Britain’s Top Designer Awards competition hosted by Fashions Finest during London Fashion Week on the 18th of February 2018.
This season judges include TV presenter and fashion expert Nicky Hambleton-Jones, BNTM judge Nicky Johnston, Stylist to the stars Bernard Connolly and Lola Royle. Having already won the Midlands Fashion Awards in 2016 Helen Howe Atelier is tipped as a hot contender.
Britain’s Top Designer Award culminates a weekend of catwalk shows and pop-up exhibition at Fashions Finest during London Fashion Week and is presented by TV and radio presenter Laura Naylor. The weekend and Britain’s Top Designer Award attracts not only high profile industry judges but celebrities and VIP’s from the world of fashion, entertainment, business, and sport.
The sixth season will be bigger and better with Simon Cowell‘s protigéé Xfactor-starlette Sam Lavery performing on the night.
We caught up with the designer herself.
How is the fashion industry changing?
The fashion industry is, of course, ever evolving. I think the way people shop has changed with emergence of technology opening up opportunities for designers and consumers to connect which is fantastic. The advent of online shopping means not only can we access whatever we want, when ever we want it but also that the way in which we market those products has changed. The importance of social media marketing and the power of influencers and bloggers has both expanded the reach of brands on a global scale and drastically altered the way consumers view and interact with brands.
What drives you?
I guess a belief in myself and a determination to prove to myself that I achieve whatever I set out to. I also want to show my children that anything is possible if you work hard and stay focussed. To give them the confidence to strive to make their dreams a reality.
How did you get into being a fashion designer?
I knew from the age of 6 that I wanted to be a fashion designer. At 15 I gained work experience with a local design and manufacturer, I returned to them on work experience every school holiday until I’d finished my GCSE’s and then did a two year BTec in fashion whilst continuing my work experience with them as often as possible. On completing the course they offered me a role as a designer at 18 years old and I’ve been in the industry professionally now for 17 years. Working my way up through industry in this manner allowed me to understand and experience every aspect of the design, manufacture and sales process and I consider it a privilege to have learned my trade in such a comprehensive way as it fully prepared me for starting my own brand which I did three years ago.
Where does your inspiration come from?
I take inspiration from historical fashion and military dress, the rural landscape around me and architecture. I am most inspired by the women for whom I design though, their strength, resilience and practicality coupled with great style is reflected in my work.
How has your personal life influenced your career?
I was born in a city with deep roots in the fashion and textiles industries, and grew up surrounded by old textile buildings, my grandmother was involved in the industry and was a huge inspiration to me. Having seen first hand the decline of the industry in certain areas and an increase of disposable and fast fashion it is very important to me to embrace the high quality, long lasting and traditional approach of previous generations.
What are the biggest challenges in your career?
Often the biggest challenges for me involve managing the different aspects of running a business whilst making the time to be creative. I think finding a good balance and learning to delegate can be challenging for any emerging brand
What was your greatest success in the past few years?
Since starting the brand I’ve had a few great wins – professionally it would be winning independent designer of the year at Midlands Fashion awards in 2016. Personally I would say it would be getting my first magazine cover.
Do you have a Muse you wish you could see wearing your designs?
I believe all women are beautiful regardless of age, size or shape. I also believe that age and the wisdom and strength which it brings are truly beautiful. As a result I would very much like to see somebody who embodies the qualities of strength, wisdom and beauty wearing my work – possibly Meryl Streep, Helen Mirren or JK Rowling
Do you have a story you are particularly fond of, from the early years of your career?
I have many that I probably shouldn’t share lol! The early years of my career were a steep learning curve, as they are for many people but a great lesson I learned came from a store buyer. I was designing for and account managing a high street store account for the supplier I worked for. We had some great new fabrics come in which I decided were perfect for some fitted workwear dresses (stylish office wear) the range looked great and I proudly showed the dresses to the buyer at our meeting the following week. She ordered plenty of my other styles but none of the dresses – confused I asked why? The answer – “end use” she explained that she loved the dresses – and that, she agreed – they would indeed be perfect for office wear….however the majority of their customers were 15-25 and most of them DO NOT work in offices…. I left enlightened and slightly embarrassed that this hadn’t occurred to me! It’s a lesson that I’ve never forgotten – “end use” the product has to be right for your customer, if it’s not (even if it looks great) then they won’t buy it!
What are your plans for the future?
I am looking forward to expanding our stockists in the UK and overseas with some additional showcasing in relevant export markets. I am also looking at developing a larger accessories range and potentially a small menswear collection in the next few years.
website: https://www.helenhoweatelier.co.uk/
instagram: https://www.instagram.com/helenhoweatelier/
twitter: https://twitter.com/hhoweatelier
