First Stitch: Elizabeth Jones

Born in South Wales, 24 year-old Sophie Elizabeth Jones moved to London in 2009 to persue her dream of becoming a lingerie designer. And now, with a Fashion Contour degree under her belt, she is focusing all her time and energy on designing a lingerie range fo her new brand, Elizabeth Jones.

Lingerie Insight: How would you describe your first collection?
Sophie Jones: The collection is designed for confident, fashion-forward women to wear as outerwear and underwear. The range is bold, refined, structured and uses pleated silks and Chantilly laces throughout. The colour pallette consists of mink, silvers, ivory and black. Collars, cuffs and garters make up the accessories in the collection, enhancing the outerwear.

LI: Who are your target customers?
SJ: Elizabeth Jones targets women aged between 25 and 50 years-old who are confident and live fast paced-lives with the desire for luxury.

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LI: Where do you manufacture your garments?
SJ: The collection is handmade in Britain and incorporates traditional British manufacturing techniques. We also offer clients the option to work alongside the team, to create bespoke pieces for those special occasions.

LI: What inspires you when designing lingerie?
SJ: I am inspired by architecture and I love illustrating. These passions are reflected in the collection through structure and textures. I am a perfectionist and have ensured every detail in the collection is made to the best standard.

LI: Where are you stocked?
SJ: The collection will be launched this season. My aim for the next year is to promote the collection and stock in small and large exclusive retailers within the UK. I am excited and optimistic for the brand, eager to generate exposure and look forward to the response.



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