User:Japskye/Dea London

DEA LONDON - Fashion Designer

Contents The Designer | The Brand | Fast Facts | Contacts

The designer

Dea London is founded by Jelena Fehmi, an expert in tailoring, pattern cutting and sewing. Over a number of years, she contributed her skills to a number of creative teams at some of the UK’s most established fashion labels. Jelena’s true calling has always been to work with the proportions of the fuller body and developing new approaches in the Plus size fashion industry.

The brand

Dea /ˈde.a/ Latin for Goddess Dea L o n d o n creates and designs quality garments made for the everyday goddess in the work place and confidently reflects this core of success with unique designs, quality fabrics and a semi-bespoke* approach. Fast facts

THE COLOURS:

Dea London’s palette is grounded in elegant and tasteful neutrals to create a subtle illusion of a slimmer and taller figure with an especially suitable colour-blocking dressing. Dea uses these colours to balance the body’s proportions and detract attention from any flaws. This is combined with the structures of wool, tweed, blended wool and breathable natural fabrics to achieve its effect.

SIGNATURES:

Dea London’s collection is instantly recognized by the variety of metallic fastenings and fashion piping that hugs the bodyline, corners finished in mitered technique, gross grain tape and satin ribbon setting the garment’s defining edge.

SIGNATURE PIECE:

Stretched wool pinstripe dress with lace panel inserts.

IDEAL END-CONSUMER:

The socially active and healthy curvy woman who demands that much more from her daily apparel to set her apart on the high street.

PRICE RANGE:

£99 - £299.

BRAND PHILOSOPHY:

Create and deliver unique garments to emphasize the sophisticated, powerful and respectful feminine look of the natural curvy woman for every occasion; in the office, in a business meeting or having lunch with friends without ever compromising on comfort.

DESIGN PHILOSOPHY:

Neatly balance cutting lines with colour and material to create a slimmer silhouette and bring out the real beauty of full-bodied women.

SEMI-BESPOKE APPROACH:

Dea London offers a semi-bespoke approach, which means that customers can pre-order any style from the collection, insert their own measurements in the form, and receive a tailor made dress or a jacket within a week. This option is available at pinstripeandpearls.com and is to be launched on dealondon.co.uk in January 2013.

For UK & US sales enquiries please contact: E: jelena@dealondon.co.uk

UK Head Office: Jelana Fehmi Studio 112 73, 75 Shacklewell Lane Dalston London

W - http://www.dealondon.co.uk/ F - https://www.facebook.com/londondea B - http://enjoyingafullerlife.blogspot.co.uk/ T - @DeaLondon

Dea London Autumn/Winter 2013 – 2014 Agenda

Timeless and elegant, Dea London has drawn inspiration for its Autumn 13/14 collection from the world of work. Inspired by powerful, confident business women who hold their own in the boardroom without compromising style, Dea London’s Autumn collection is a delight of classic, sophisticated work-wear designed to empower women in the office.

Suitable for any business or office environment, Dea London’s collection is one that marries both style and substance. Dea’s signature hidden fastenings, and the new addition of ribbon inserts, provide a soft fit that gives a sense of freedom and ease of movement.

Dea London’s impeccably tailored pieces flatter fuller figures, with sleek lines, carefully sculpted necklines and cinched waists that create a dramatic yet feminine silhouette that is both beautiful and professional.

The collection makes use of felted wool, giving a luxurious touch that is simultaneously classic and modern. This season Dea London has also used jacquard fabric to give a sense of richness and depth to each piece, creating an effect that is trend conscious but entirely wearable.

The collection employs a muted colour palette of blacks and greys in shades of sleet and chrome that slip perfectly into any winter wardrobe. The collection is composed of complementary pieces that can be worn separately, or mixed-and-matched together to create dynamic fashion-conscious ensembles that are as stylish as they are smart.

Dea London has own boutique based in East London alongside an online e-boutique.