Lust For life: Dressed by Danni

I LOVE watching red carpet events.

I especially love it when the presenter-girl asks a celeb-type “so, who are you wearing?”

And the celeb-type says “oh, I’m dressed by blah, blah”

How cool would it be if YOU were that designer?

Well, I’ll tell you, because I’ve scooped the first super-exclusive interview with designer-girl Miss Danni, who’s decided that we can all be star-girls who are ‘Dressed By Danni’, coz that’s the name of her fabulous-o label!

Tell us about the girl bee-hind the label in 5 words…
I am somewhat a mystery

Who is Dressed By Danni?
I’m a 24 year old fashion graduate based in Birmingham. You’ll mainly find me with a pen and paper in one hand, fabric in the other and one foot on my sewing machine.

What made you set up Dressed by Danni - tell us your story - Tell us all about it, what is it? What’s with the name? When did you start?!
Previously discontent with the thought of working at the bottom of a large fashion house, I was determined to become my own boss and start dressing those fashion rebels in my own directional brand.

Dressedbydanni.co.uk was brought to life in June 2006 and now stands as an established company with loyal customer calling. Girls, globally, can now proclaim that they have, indeed, been “dressed-by-danni”. The name was a happy accident and quite literal when you analyse it, but it works.
Designing, manufacturing and selling all my own creations single-handedly, I manage to create a rapport with each customer and deliver memorable customer service that keeps them coming back, which is the main thing about being a small business.

When and how did you realise you were a creative girl able to make fabulous-o treats that people would buy?
I worked as an assistant designer in a Birmingham boutique during my degree and was able to showcase my skills there. Through the boutiques contacts I was able to sell my designs in Topshop Birmingham and Leeds. It was at this point I knew I should be getting more than just an hourly wage!

Tell us about your product range, what you got to offer? What are your current favourite items? What inspires your too-cute designs?
Dressedbydanni offers a unique, eclectic range of clothing, from hand-illustrated tee’s to halter neck hoodies. I’ve recently branched out into quirky jewellery which I either selectively source or handmake myself. Selected lines of my jewellery are now stocked in Ju-Ju, Brighton (as seen on BBC2 Mary Queen Of Shops).
My halterneck hoodies are a personal favourite as I designed the pattern from scratch and its an original design that I’m extremely proud of and it’s the one that people most comment!
I find inspiration in a variety of things, from vintage, street-style and art. Anything kitsch and retro get my brain cells working.

What was the first product you ever made and where and how did you sell it?
It was a belted halter neck top and I sold 50 of them in a Birmingham boutique and Topshop. I was overjoyed when I saw a girl wearing one whilst I was out.

Do you have to be all business-y too?
Unfortunately yes, I’m a one-woman show so I have to do the boring stuff too, but I wouldn’t have it any other way!

What’s a typical day in the life of dressed by Danni - do you do this as your full time job - tell us all!
Dressedbydanni is my full-time job.

I’m lucky enough to work for myself, but its hard to stay motivated. The morning consists of checking my emails/orders, wrapping and packing with a trip to the post office. Then its back to the sewing machine for experimentation and hopefully the stepping stones to a new creation, usually accompanied by sketching and doodling. But the day would not be complete without a bit of myspace promotion.

What’s been the best experience since setting up Dressed By Danni?
I think the customer feedback. Launching and showing everyone pieces you’ve personally created is major. As soon as the great feedback and support came flooding in via the world wide web there was no stopping my business from becoming a reality.

As an official style-ista, what’s your ‘must-have’ accessory?
A large bag without a doubt. I was never a “brownie” but I image I would have made a great one as I’m always prepared for every situation thanks to my large bags!

What would a dressed by Danni soundtrack sound like?
Loud and brash with mellow undertones.

Do you have a style bible – a magazine, book that you completely dig?
I.D. Magazine. I incorporate a lot of my artwork into my designs and I think the fashion in I.D. magazine is a lot more artistic than beautified, so I can relate to it better.

What makes you jump-in-the-air-happy?
When you find a fiver in your pocket. I may just make a range of clothing with tons of pockets so people can feel this joy more often.

What’s next in the world of DBD?
Make people more aware of my brand, and hopefully see even more girlies getting dressedbydanni. I always had the dream of owning my own boutique, but I think the internet is definitely taking over high street spending, so I’m happy in the virtual world for the moment.

What advice would you have for would-be design girls – any words of wisdom would be fabulous-o lovely lady!
Determination, passion for fashion and definitely have enough belief in what you could achieve.

Visit Dressed by Danni at: www.dressedbydanni.co.uk