The Radar: Jemima

Jemima Janney has already enrolled in a degree in medicine, designed for New York label Rag & Bone, styled shoots for V Magazine and set up her own company, JEMIMA. Quite the CV for a 23-year-old.

"I've always wanted to do too many things…bigger, faster, sooner," bounds the New-York based Londoner. "My passion for fashion" she says, cringing, "started when I was at school. I began styling to make extra cash". Aged just 15, Janney was assisting on shoots for Coca-Cola, Rimmel and Barbie. Her academic schooling led her to a medical degree, where after a year and a half she realised she was in the wrong profession: "I felt that medicine was something I had to do, rather than something I wanted to do - and you really have to want to do medicine. It's tough!" Within six months of deferring she had worked at Rag & Bone, London Fashion Week designer Zoë Jordan and at Topshop Unique under the guidance of Kate Phelan, all the while, taking evening classes at Central St Martins to hone her technical skills.

JEMIMA's capsule collection of 4 jackets

Adding another string to her bow, Jemima left Topshop after a year to work on costumes for the new Tom Clancy film, Maryland. Starring Kiera Knightley, Kevin Costner ("I had a little crush on him since The Bodyguard") and Kenneth Brannagh, Jemima turned her hand to menswear.

With an already growing celebrity following including Carey Mulligan, Chris Pine and Marcus Mumford, we caught up with the rising design star.

Would you describe yourself as a designer, stylist or costume designer?
I definitely see myself as a 'designer' throughout all the different projects I've done. I feel like I've worked in the fashion, film, music and magazine industry all under one title.

What motivated you to become a designer?
I should never have gone to medical school! I already knew that I wanted to design at that point. I guess it took me a few years to realise that design was the thing I loved most. And that was that! I left as soon as I realised this and have had to work very hard; understanding that I was starting from the very bottom and would have to work my way up.

The collection so far is four jackets. Is it going to expand into full ready-to-wear or are you just going to concentrate on outerwear?
It will definitely expand. It already is expanding! I never feel finished with a project - I'm working on more jackets since I released these four. I think it'll be outerwear for a few more collections but it will definitely become a ready-to-wear when it's ready. Just outerwear? I'd go crazy…it's too limiting!

Actress Carey Mulligan in one of Jemima's designs. PHOTO: FILMMAGIC

What sort of woman are your pieces aimed at?
Definitely women who love fashion but don't take it too seriously. I promise to always make practical clothing that allows you to live your life in. The jackets came about because I wanted to create a light and comfortable 'travel' jacket to be able to have an adventure in.

How would you sum up your general aesthetic…
I hope that it is a little different. I always like to design those pieces that people ask: 'where did you get that from?'

Which celebrities would you like to dress?
I would love to work more with musicians. I love music, and designing for musicians allows me to be part of it in a small way. Oh, and Rihanna! I want to dress Rihanna!

Where would you like to see the brand in five years time?
Still in business would be good! And hopefully clothing women all over the world.

Jackets, all £370 by JEMIMA, available at jemimastudios.com

Via: The Radar: Jemima