| Meet the Scottish Fashion Designer of the Year 2007: Aimee McWilliams |
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Ever since womenswear designer Aimee McWilliams bagged the L’Oreal Total Look Award for her graduation collection she’s been on a roll. As well as establishing her own eponymous label Aimee also collaborates as a stylist / art director on shoots and style shows. Not going unnoticed Aimee was recently crowned Scottish Fashion Designer of the Year 2007, FashionCapital caught up with her to find out the latest…
Q Congratulations on bagging 'Scottish Fashion Designer of the Year' how was that experience? Aimee: Thank you, it was absolutely amazing. It was great to be surrounded by lots of my friends and family in Scotland. There were three big 12-seater tables full of lots of people I knew and I didn’t hold back on showing my excitement - and neither did they!!! Q The award must have resulted in some great press coverage? Aimee: Yes - it was in all the Scottish press the following day and played on STV which is like our ITV. There has also been a lot of interest down here too and it’s a great PR tool when you are approaching the buyers and industry! 
Q Your family must be incredibly proud - what did they say about it? Aimee: Yey - they were over the moon. My mum missed my award when I graduated.......I've never seen her so excited! Dad wasn’t there but he was on the phone to us throughout the whole night. All the family were chuffed - my family is huge in Scotland. I have over 50 cousins!!! 
Q You've managed to gain a strong following in a relatively short amount of time how have you managed the design / business balance? Aimee: It’s a difficult thing I believe. I think my strength has been building it gradually and sustainably. I have a tendency to want to run before I can walk and to be honest I think too many issues would have arisen if that was the case. For example allowing your sales to grow at a steady pace means that hopefully you can eliminate fit problems and manufacturing difficulties with your factories in the early days. You can also work hard at your branding so that by the time you have a greater international presence you appear a lot stronger. 
Q Tell us a bit about your Spring/Summer 08 collection... Aimee: It was an exciting show for me. I opened it in a very unusual way. There was a naked model with a prosthetic crutch that worked in harmony with the film that was playing either side of her. It looked very sacrilegious! I was very proud of the gold leather pieces and the detailing that ran throughout the collection this season. Q You've been showing at LFW for a number of seasons under the On|Off umbrella will you continue to do so next Feb for your A/W 08/09 collection? Aimee: Yes - definitely. I am very proud to be showing with them. I think they do an incredible job as both show producers and as a support to new businesses. The venue is very beautiful and we have a lot of plans for the fourth coming season together including showing abroad in Paris and Milan. I am really looking forward to it. 
Q Would you consider showing elsewhere - say Milan or New York later down the line? Aimee: Oh yes. I am more drawn to New York or Paris to be honest with you. But I am not rushing to leave here until I have more backing and international stockists. To be honest, I am also really enjoying the consultancy jobs that I do and my work as a stylist/art director. And I have to be very careful with the balance of all of these ingredients within my career. Q What do you think about the UK fashion scene in general, is there enough support out there? Aimee: There is a lot of support out there but I find that you can also come up against some political brick walls in London. I think On|Off are incredible at supporting. They are also not limited by a number of designers per season. If they believe in 5 people then 5 will be showcased. Or if 20 get through the panels selection process then similarly a lager number will be able to get through too. 
Q Any future plans you can let us in on? Aimee: I have been going for some really exciting consultancy interviews recently.....I actually cant say anymore than that as yet. I may also be launching 2 new ranges. I am looking in to developing a menswear label that is totally separate to my label and my Indian producers are interested in me launching a line with them. So we shall see where this leads. Q Top five tips for new, talented designers wanting to branch out on their own... Aimee: 1. Understand your branding and unique selling points - what makes you different to your competitors. 2. Understand your outlets for sales - where you will be showing for appointments and who your target stockists are. 3. A good PR is very important - especially in the early days. 4. Support - surround yourself with as many people that love and support what you do as possible. 5. Work really really hard and realise now how much of your time will be spent on the business side of running your label.
Contact details:
www.aimeemcwilliams.com Interview JoJo Iles All images courtesy of Aimee McWilliams A/W 07/08 Collection Share this Article:                        Advertisement |
