Kill the High Street Girl – says London Designer Sunny Williams
23 year old London designer Sunny Williams, shares some thoughts and experience about personal style, quality and freedom.
I design for a sunny character I was named sunny for being a bright personality; from a family tree or dark hair I popped up with light hair. I try to project this ethos of the sunny character into every garment I design, and every garment is for the sunny character.
I started off designing for myself Because I’m very slim and nothing ever fits me, I was forced into editing my garments. I started to skinny fit my trousers when I was about 16. After a couple of years of taking in garments I decided making my own was easier. I used college lunch breaks to make my own T-shirts and waistcoats. The influence for my look at the time was pirate, with guitar on his back… from Jimi Hendrix to early cowboy films, Sid and Nancy on the rooftops, singing songs to the girls with jagged edges.
For me fashion is freedom I found I could express myself through image at an early age, and wanting to rebel against normality I found fashion to be freedom from restraints. I was a young punk when I went through college to study fine art, contextual studies, fashion and clothing, still life drawing and fashion styling and promotion.
I believe you should show the world you true colors Great style is always style with substance. I fear for those that are spoon fed trends like the typical Topshop girl who walks our streets. We are all walking signs, a display of our own personality, and if you are just a shop’s display, your true color is jaded and that’s a shame.
School gave me technique I passed college with a distinction and went on to university, down at the coast at Portsmouth. This was where I collected my ideas and started to project my vision. It’s also where I studied real hard to learn technique. The single most important thing for me was believing that I had a great vision and exciting concepts, but I had not captured the essence or technique to finish a garment perfectly. University taught me that. After graduation I did work experience on Savile row.
A perfectly made garment is bliss My first successful garment was the one that was perfectly made. A tailored boyfriend blazer, I was so pleased when every line matched up and was sewn perfectly. To finally get to the point where your construction meets your eye and imagination means endless possibilities. I will go on to perfect my little boys dreams into fashionable art you can live in, that’s what I said at the time.
A designer needs to put the dreams next to reality I graduated last year, set up my business in my last term at University, and my final collection went on sale instantly after graduate fashion show. This past year I’ve been selling well, learning my business, thinking about niche, customer, price – reality. Many designers are dreamers, but to make it work you have to put the dream aside next to reality, ask yourself what can sell. Intelligence is vital, or else the best garment in the world can sit in a shop and collect dust.
How I use the online I sell online, even provide one of’s tailored to young desire, I advertise online and my website will be an online boutique, with a blog to inspire people how to wear the garments.
My Agenda: Kill the high street girl All us new designers must kill the high street girl; fashion has become throw away, cheaply manufactured garments that lack quality, detail and beauty. As a new designer you must help show the buyers that they should splash out on something that will last 50 years, not 50 minutes. I’m thinking garments that you give to your children, and they give to their children. I’m talking about items that last forever and are simply beautiful. Obviously couture fashion is all about this, but the high street needs to produce more quality.
Visit Sunny’s shop on Sense of Fashion www.senseofashion.com/sunny