Following last year’s runway show, Prof. Jimmy Choo’s Mayfair based JCA | London Fashion Academy, hosted a presentation of its MA designers cohort, on Thursday 12th October. Stephen Smith, Founder and CEO of the JCA comments: “We are so excited to participate in this years’ London Frieze Week and where better than to host in our beautiful Mayfair campus at 20 Hanover Square.
Our learners were previewed during an amazing charity ICON show during London Fashion Week and we now get to see their launch collections. The JCA show is truly the interconnection between arts and business given we have been able to incubate our graduating cohort, from idea to final presentation.”
On the first floor, the seven MA designers will each have their own dedicated room to display their collections, with each space thoughtfully designed to immerse attendees in the designer’s unique vision. The JCA MA Graduates in Fashion Entrepreneurship in Design and Brand Innovation include:
Editor At Large Marcus Woodcock attended the show and asked each student some questions about their designs.
Polly McKevitt – Cluttergories
Polly McEvitt, founder of the eponymous brand, focuses on avant-garde designs, with whimsical embellishments and intricate details, and each garment helps the wearer express their individuality and self-expression.
1. How did you get started in the fashion industry, and what inspired you to become a fashion designer?
My mums side of the family was always very creative, I took up a passion of Art throughout my whole schooling, I specifically enjoyed hands on crafts and creating sculptures. My home was always very eclectic and full of crochet and color and this translated through to how I dressed from a very young age. My mum was always very colorful and unique, in the way she dressed I loved how individual and confident it made her, therefore I took inspiration from this as well. Fashion was another form of art to me, and therefore I wanted to make it into my future.
2. What is your design philosophy or signature style?
My fashion pieces are both commercial and conceptual. I love the idea of creating pieces that are multifaceted , worn on a day to day basis, or styled up in a campaign shoot or magazine. I don’t want to be restricted by one category. Therefore I created the idea of Cluttergories (clutter categories) that is a concept about My Interpretation on layering and segmentation represents unique aspects of clutter and hoarding items. Each category ranges from simple to abstract, varying in materials, such as leather, crochet, knit, lace, mesh and wool, it gives me a massive spectrum to design and create innovative designs. Since my latest collection, my signature style has revolved around utilising crochet as a linking technique for materials. By introducing these innovative ‘Cluttergories,’ the brand embraces diverse design elements and consumer preferences, breaking free from conventional boundaries.
3. How would you describe your creative process? Where do you find inspiration for your designs?
My designs will always involve colour, it is part of my USP, colour theory is like story telling to me, and I love to mix and match throughout my collections. A lot of my designs come to me as I create, I prefer to start he manual making such as crochet and let the shape form from there, designing line ups is not in my forte. Therefore, my design process is very fluid and organic. IThe inspiration for my garments is deeply personal, imbued with storytelling elements. Consequently, the research I undertake is distinctive, ensuring that my designs are authentic reflections of this unique inspiration.
4. Can you tell me about your latest collection or project? What was the inspiration behind it?
“Cluttergories is an ode to the joyous nostalgia of cherishing life’s simple pleasures through collecting. It reveres the concept of clutter and hoarding as a means of preserving cherished memories from the past and transforming them into something new and exciting. This concept is deeply rooted in my upbringing, surrounded by a home filled with objects that my mother meticulously curated, a constant source of inspiration. She adorned our living spaces with a vibrant array of colours and ceramic dogs. Today, I’ve adopted a similar approach, but with a personal twist. I’ve become a curator of my own memories, rather than inheriting my mother’s collection. By focusing on retro silhouettes, our brand effortlessly blends the essence of yesteryears with a contemporary touch, giving rise to modern and expressive pieces that radiate a unique aesthetic.”
AAIYMA Creative Studios – Shape of the Object 1
AAIYMA is a visionary fashion brand founded by a talented and innovative designer completing her Master’s at JCA | London Fashion Academy. With deconstruction and reconstruction techniques as inspiration, Aaiyma aims to redefine the boundaries of fashion, encouraging individuals to embrace their uniqueness and express themselves through extraordinary sartorial choices. AAIYMA Creative Studio focuses on the “simple unusual” and combines geometric shapes and three-dimensionality to challenge
1. How did you get started in the fashion industry, and what inspired you to become a fashion designer?
My journey in the fashion industry began with a deep passion for fashion and a desire to express my creativity. With formal education, continuous learning, and inspiration from various sources, I have honed my skills and developed a unique design aesthetic. The transformative power of fashion and the opportunity to positively impact people’s lives through clothing are what really inspire me. As a designer, I strive to create garments that empower people and allow them to express themselves authentically.
2. What is your design philosophy or signature style?
My design philosophy and signature style can be best described as a fusion of sculpture, geometric elements, and architectural influences. I draw inspiration from the interplay between form, structure, and aesthetics, seeking to create garments that evoke a sense of architectural beauty and sculptural elegance. I believe that clothing is not only functional but also a form of wearable art. Just as a sculptor shapes and molds materials to create three-dimensional masterpieces, I approach fashion design with a sculptural mindset. I pay meticulous attention to the contours of the human body, exploring how garments can interact with and enhance its natural shape. When it comes to color palettes, I often gravitate towards a monochromatic or limited color scheme, allowing the focus to remain on the sculptural and geometric aspects of the design. This minimalist approach emphasizes the precision and attention to detail that are hallmarks of my work. Overall, my design philosophy and signature style revolve around the fusion of sculpture, geometric elements, and architectural influences. By marrying these elements, I aim to create garments that are visually striking, structurally sound, and evoke a sense of artistic expression. I believe that fashion has the power to transform the way we perceive ourselves and the world around us, and through my designs, I strive to create a harmonious blend of art, form, and function.
3. How would you describe your creative process? Where do you find inspiration for your designs?
My creative process is an organic and iterative journey that begins with seeking inspiration from various sources and culminates in the creation of unique and meaningful designs. It is a combination of research, exploration, experimentation, and refinement. As I progress through the creative process, I constantly evaluate and refine my ideas. I seek a harmonious balance between artistic expression, functionality, and the needs and desires of the wearer. Iteration is key, and I am not afraid to discard or modify elements that do not align with my vision or fail to resonate with the intended audience. My creative process is a dynamic and multi-faceted journey. It involves gathering inspiration from various sources, creating collages as visual illustrations, and translating those ideas into detailed drawings. Experimentation, collaboration, and iteration are integral elements that guide me towards the creation of unique and meaningful designs. The joy and fulfillment I experience during the creative process fuel my passion for fashion design and inspire me to continually push the boundaries of my creativity.
4. Can you tell me about your latest collection or project?
What was the inspiration behind it? Introduce you to my concept of the collection called “Shape of the Object.” As artists and fashion designers, we constantly seek inspiration from our surroundings, and for me, that inspiration has always come from common objects. Take you back to my childhood. As a young child, I was fascinated by origami shapes and alphabets. I spent hours folding and creating intricate designs. As I grew older, I would often observe my grandmother and mother elegantly dressed, which sparked my interest in creating clothing. I would spend countless hours crafting clothes for my dolls, experimenting with different fabrics and styles. When I embarked on my journey in fashion school, my fascination with geometric shapes, architecture, and sculptures intensified. I found myself drawn to the clean lines and structured forms. It was during this time that I made a decision – to transform common shapes of everyday objects into extraordinary garments. Shape of the Object” is a collection that celebrates the beauty found in everyday items. It is a tribute to my childhood experiences, my passion for geometric forms, and my commitment to sustainable fashion. I hope that these designs inspire you to see the extraordinary in the ordinary and encourage you to embrace creativity in all aspects of your life.
Olivia Black – A War With The Environment
Olivia Black is a sustainable fashion brand that focuses on genderless design and uses up-cycled and deadstock materials to create unique, fashionable clothing. The brand’s mission is to reduce the fashion industry’s environmental impact by creating high-quality clothing using materials that would otherwise be discarded.
1. How did you get started in the fashion industry, and what inspired you to become a fashion designer?
I first got started in the industry at a young age when I decided to take Textiles at GCSE from there my interested in fashion and the way clothing worked on the body took off, I’ve been sewing ever since.
2. What is your design philosophy or signature style?
My Design Philosophy is nothing is waste and everything can be used my signature style is heavy textiles and genderless silhouettes
3. How would you describe your creative process? Where do you find inspiration for your designs?
My creative process always starts with research and often evolves from a subject that I personally feel passionate about for example my current collection is centred around reducing textile waste in the fashion industry. I find inspiration from almost everything and usually the most mundane of things. I constantly carry a notepad and write down any ideas I have while out and around London. People in particular interest and inspire me. Especially anyone with a unique sense of style as well as Art and foley noises I like to use noise as an inspiration and draw what the noise makes me feel.
4. Can you tell me about your latest collection or project?
What was the inspiration behind it? My last collection is all about the environment we live in and about protecting it from harm especially textile pollution the collection is named ‘A war with the environment’ and is meant to be viewed as a political protest for change and less environmental pollution.
Rocio Icela Sánchez Martínez – ICELA BERRA
ICELA BERRA is a sustainable bridal & ceremonial brand focused on making feminine, stylised pieces for women who want to make a statement with their clothes. The collection is made of 80% deadstock or second-hand materials. ICELA BERRA strives to be an affordable, versatile and non-traditional bridal wear brand.The design, and versatility of the garments are for being used on more than one occasion apart from the wedding day, changing the tradition of ‘the wedding dress of one day use’.
1. How did you get started in the fashion industry, and what inspired you to become a fashion designer?
My dad says that my grandma used to make his and his siblings clothes but I didn’t know that or don’t remember, maybe that has something to do with it, who knows. I only know that since I have memory I want to do clothes, dresses specially. I used to have a notepad when I had tons of drawings of girls in wedding and party dresses. When I was 6-7 Years old I asked Santa for a sewing machine and I received it, a small pink one and started making dresses for my Barbies and my sisters Barbies, I just knew that I wanted to do that. So my all decisions have been leading to achieve that goal even if at some point I got diverted, I always got back to my passion
2. What is your design philosophy or signature style?
My design philosophy or style is minimalist, Less is more, the person wears the clothes not the other way around, you just need to enhance what you already have, to be elegant, secure and feminine you don’t need an overcharge outfit
3. How would you describe your creative process?
Where do you find inspiration for your designs? I don’t have a strict creative process, or follow certain steps because things can change along the way and I tend to make changes, my creative process never ends until I finish a garment, until I’m happy with the result. I’m constantly thinking on new ways, forms, etc., or constantly getting ideas for things I’m working in the moment that’s why I don’t follow a process per se. For the inspiration, I tend to use a personal journey or something else on a deeper level so people can relate. I want to connect with my projects, everything has a meaning for me.
4. Can you tell me about your latest collection or project?
What was the inspiration behind it? The inspiration for my last collection was about my personal journey on the last 3 years, where I experienced some personal things that forced me to look deeper into my self, and all that angels that helped me to go through all that and see the bright side again. That’s why I utilised white, black, feathers and clean lines. My collection is dedicated to those angels, the ones in the sky and my family. It’s very personal.
Saleha Hussain Yasmin
Created by Saleha Hussain whilst studying at JCA, Yasmin is a luxury streetwear brand that pushes the boundaries of modest fashion through its fusion of contemporary style and modesty. Yasmin remains committed to working closely with local artisans and suppliers. The brand values the cultural traditions and craftsmanship of the communities where her pieces are created and cherished.
1. How did you get started in the fashion industry, what inspired you to become a fashion designer?
From a young age, I was drawn to the creativity and artistry of fashion design, yet lacked the visible role models at the time to spark my confidence in pursuing it as a stable career. Instead, I explored the similarly rewarding path of education. Though teaching nurtured me professionally, in my spirit I still felt called to my first passion. After years cultivating others’ potential, I realized I was still longing to fulfill my own through fashion. Fortunately, by then the landscape offered more representation and support through mentors like the JCA program. With their guidance along with friends/family’s backing, I took the risk to follow my long-held dream. Pouring all my creative energy into the intricate details that celebrate the divine depth in femininity, I founded my modest wear brand Yasmin. At its heart, I designed it to speak to the modern faithful woman overlooked by mainstream fashion. Twirling together fabric and meaning, I crafted an empowering space for her inner light. Though the journey still has its challenges, I feel privileged to finally give life to clothing infused with my devotion.
2. What is your design philosophy or signature style?
My design ethos blends everyday versatility with signature embellishments that speak to the modern religious woman’s lifestyle needs. With an eye for fabric quality and timeless color palettes, I craft durable silhouettes optimized for comfort and range of motion. Yet subtle custom details add distinction: delicate lace trims, intricate beaded accents, and exquisite finishing touches influenced by faith. These intentional adornments balance modern modesty guidelines with an elevated aesthetic, allowing self-expression. Her natural beauty and confidence can shine through my muted, minimalist pieces without attracting unnecessary attention. So while my focus remains crafting staple garments and convertible layers, each Yasmin piece has hand-finished elements imbuing spiritual meaning onto wearable luxury. These considered details give women freedom to blend their values with an effortless signature style all their own.
3. How would you describe your creative process? Where do you find inspiration for your designs?
My creative process begins from within – I source inspiration from my inner emotional world and imagination before translating ideas into wearable pieces. Life experiences and relationships often spark new visions through a lens of creative expression. I allow my spirit to dream unencumbered at first, visualizing designs that capture a feeling or message I want to share. This might reflect my values, experiences I want to honor, or creative aspects of my identity waiting to emerge. Then through an intentional review process, I adapt key motifs and silhouettes into versatile modest garments optimized for everyday lifestyle needs. Subtle embellishments hint at deeper meaning while quality fabrics and tailoring prioritize functionality. It’s bringing my inner voice outward that drives innovation. By honouring my wellspring of creativity, and then refining pieces to uplift and empower the modern faithful woman, I manifest spiritual armor through a signature style fused with purpose. My inspiration starts from within, but I hope the end result also moves her from the inside out.
4. Can you tell me about your latest collection or project?
What was the inspiration behind it? My newest collection captures the journey of empowering oneself through intentional choice. Muted, ethereal tones reflect inward purity and personal paradise attained when we invest fully in our dreams. This speaks to my own pivot from teaching to fashion design. I stepped into confidence by elevating my creativity into wearable self-expression of identity and values. It celebrates the modern faithful woman’s devotion to self-investment as her most prized treasure. The modest silhouettes and delicate fabrics allow her inner light to shine while maintaining her values. The pieces offer both beauty and function for her daily life. Clean lines symbolically represent grace attained by taking risks to pursue one’s calling. Subtle motifs nod to the concept of ascending confidence through knowing and owning one’s worth.
Mariam Saeed – LOCATION-em
Born from a deeply personal promise, Mariam Saeed has embarked on a mission to provide elegant, modest dresses that eliminate the need for layering, giving a voice to those who seek style and modesty. Mariam wants to fill the gap in the industry where modesty does not compromise with the style and instead embraces its wearer’s boldness and beauty.
1. How did you get started in the fashion industry, and what inspired you to become a fashion designer?
I’ve always had love for pen and paper and would create arts and crafts with it. i then realised that i would draw dresses the most which led me to taking arts classes in school. During my last year in high school it was time to apply for universities and i realised i wanted something in the design industry but torn between interior design and fashion design. Slowly i came to the realisation that my hands would draw better freely and with flowiness rather than using a ruler which made it clear that fashion was it. Becoming a fashion designer was a dream to me, creating my own clothes and going through the process of inspiration to actual 3D design would always amaze me. Being able to design and let my family and whoever wants to wear my designs is what brings me joy.
2. What is your design philosophy or signature style?
My signature style would be quality and elegance. I pick out the best quality fabrics in order not only to look good but feel good. Elegance can be played around with either manipulations used or embellishments added or hand painted garments.
3. How would you describe your creative process? Where do you find inspiration for your designs?
My creative process comes from story telling. In my opinion to succeed and to create a bind between the collection and the customers, story telling is key. So finding a story and elements that relate to that story to then use it within my collection is where i find inspiration.
4. Can you tell me about your latest collection or project? What was the inspiration behind it?
My latest collection came from a deeply rooted story, a promise i once gave to my grandmother that i would create her this beautiful red dress but could not commit to due to her passing. So i have taken it upon myself to not inly create one dress but a brand/collection that stems from this promise. I used a letter she once gave me to create beautiful pattern which is hand painted by me. I added hints of red to some garments to resemble back to the story.
Meryem Berta – UNBD
At UNBD, the company comprehends that dance transcends mere physical movement; it is an art form that empowers and inspires. UNBD’s collections exemplify this ethos, showcasing designs seamlessly blending comfort with style. The brand places a premium on quality and inclusivity in all its endeavours.
Following last year’s runway show, Prof. Jimmy Choo’s Mayfair based JCA | London Fashion Academy, hosted a presentation of its MA designers cohort, on Thursday 12th October. Stephen Smith, Founder and CEO of the JCA comments: “We are so excited to participate in this years’ London Frieze Week and where better than to host in our beautiful Mayfair campus at 20 Hanover Square, where star studded guests arrived.
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- Malan Breton
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- Eunice Olumide
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- Jeetendr Sehdev
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- Jameson Stocks (L) and Jeff Banks (R
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- Jeff Banks (L) and Stephen Smith (R
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- Alastair Stewart (L) and Rod Stewart
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- Irina Pantaeva
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- Lady Victoria Hervey
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- Barbara Ayozie Fu Safira
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- Susan Bender
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- Alastair Stewart
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- Rebecca Morter
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- Malan Breton (L) and Stephen Smith (R)
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- Adhel Bol
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- Fiona Jane
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- Jack Beaumont
