Emma Logue, the designer behind LOGUE London, a luxury clothing line specialising in shirt dresses, is guilty of the one thing girls are known for saying the most: "I don't have anything to wear!" Except for Emma Logue, this really was the case.
Working in the finance sector requires a strict dress code and a tone of formality which can be very limiting for a woman wanting to add a feminine, creative touch to their wardrobe. LOGUE London was born out of sheer frustration and not to mention hours and hours of hard work as a result of the lack of clothing on the market for city women.
It all started with a capsule collection of shirt dresses and over time grew into a fully fledged business offering not just shirt dresses but belts, scarves, coats and bikinis too. Now, LOGUE London ships to four different continents and has a large group of dedicated followers which includes Pippa Middleton amongst other high profile women.
We sat down with Emma to learn more about her journey and her exciting plans for LOGUE London
What has been the biggest challenge and also the biggest highlight of your career so far?
The biggest challenge has been making a new luxury brand viable during a very difficult economic climate. For my biggest highlight so far, it’s a tie between two experiences: being interviewed by the NBC Today Show for their feature on royal style and getting a really encouraging letter from Alexandra Shulman of British Vogue.
Has the experience been what you expected or have you been surprised by the response you got?
Creating my own brand has been very hard work (as expected!) and very exciting. The response has been amazing. I certainly never expected to be shipping to four continents within such a short period of time, which definitely helps the difficult times seem a little bit sweeter.
Describe who the LOGUE London woman is.
She is a fun, sexy, intelligent city-living woman.
What advice would you give to someone trying to set up their own fashion company?
Try to have a unique selling point—something that will make your brand get noticed in a very competitive industry.
What are your plans for the future?
To continue to build the LOGUE label each season with the aim of creating a luxury lifestyle brand.
To discover more about LOGUE London and to shop their latest collection, visit their website here or send them a tweet here
WORDS | GRACE MOLAN
PHOTOS | EMMA LOGUE