5 Questions With Jelena Fehmi

Jelena Fehmi is the fashion designer behind Dea London – the clothing label for the professional woman designed to celebrate the curvaceous female figure. @dealondon

1. Vintage or New?
Definitely new, but it has to have class.

2. Best place to shop?

The City – more personalised and less distracting.

3. Is fashion a part of our cultural heritage?

Yes. If we take for example tweed, it is a timeless material that can be worn by great grandmothers, mothers and daughters, no matter what the season.

4. Fave piece of clothing/footwear you own?

Cotton shirts.

5. Fave fashion quote?

“Simplicity is the ultimate sophistication.”

—Leonardo da Vinci

About Ross Pollard

Since starting writing on my 31st birthday in 2011 I have held a number of positions at magazines and websites as well as regularly producing articles for numerous publications alongside contributing to TV & radio shows as a freelance fashion journalist including Hoxton Radio & Fashion One TV. Alongside writing, I have worked in other industries helping to design & grow digital platforms, develop businesses and support operations practices. This experience has proved invaluable in building an understanding of how businesses work, and the landscape in which retail, B2B commerce and other commercial operations develop. Knowledge of commercial interests has helped shape my fashion industry insights beyond critiquing of garments

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