Jemima Gives Azzaro The Royal Treatment
“I was thinking of my friend Queen Rania when I designed the dresses, especially the little cream number,” said Jemima Khan, crammed into a corner at the Azzaro pop-up store in Mayfair, where she was fielding congrats from London’s polished set. Khan had just completed a stint as the brand’s guest designer, and friends had amassed to see her collection on display. “I e-mailed and sent over a few designs, asked her what she thought, and she liked it. So in terms of confidence-boosting, it was up there,” Khan said about her design process with Azzaro’s creative director, Vanessa Seward. As for Seward, she was still in confidence-boosting mode. “So many designers think about clothes too much, intellectualize it, and wind up looking, well, ridiculous. When I was looking for a guest designer I looked outside of the fashion world—someone not mired in it, but with a really great, elegant sense of style, who had a full life. Jemima kept coming to mind. Of course, we were delighted that she said yes.” Azzaro seems to have a thing for billionaire heiress guest designers. Jeweler Eugenie Niarchos (of shipping dynasty fame) experimented with clothes for Azzaro a few seasons back, too. Seward’s take on the client-as-designer trend? “It’s a perfect marriage,” she said.
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