You know how you lust after something from Topshop Uniqueas soon as you see Jourdan Dunn et al sashay down the catwalk? And that every single time you go into Topshop - even if it's 'just to browse' - you end up pulling out your debit card and leaving with a pile of stuff? Well a large part of that is down to Emma Farrow.
Along with ex-Vogue fashion editor Kate Phelan, Emma is the creative bones behind Topshop's ace collections. Not that you'd know it. Emma's super casual about her fashion icon status - when we meet her she slips in without fanfare. If it wasn't for her AW13 Topshop Unique printed dress, worn with a Rodarte sweater - soon whipped off to reveal a quirky tattoo on each sinewy bicep (a big bunny rabbit on one and a bird on the other fyi) - you'd never know that she was one of the most influential people in the fashion world right now.
But she is. So we grilled Emma to hear her thoughts on fast fashion and festival dressing.
**1. **I've was recently appointed Design Director at Topshop after working for there for nearly fourteen years
Being a designer at Topshop is incredibly exciting - the possibilities and opportunities are limitless. We have a brilliant team too which makes every day great. I believe it's important to look forward to going to the office otherwise what is the point? I live with my boyfriend Adam and two cats, Ziggy and Lily. I recently moved to South East London from Dalston where I had lived for 13 years. Coming over across the River Thames every morning lifts my spirits, even on the greyest day!
2. We like to believe that the Topshop girl is simply someone who loves fashion
She wants to be able to access the latest trends and looks first. I guess she is brave with her choices and isn't afraid to stand out from the crowd too. The aim for the Boutique and Unique lines is to bring a luxury to Topshop, without the luxury prices.
3. When I am on my travels my favourite thing is to spend hours trawling through flea markets
Markets and vintage consignment stores that are great for collectable designer treasures. My tip for shopping the newest fashion is to try to stay true to your own style and update your wardrobe each season with statement pieces that will compliment what you already have. Personally I like to mix old pieces with new.
4. I am always amazed at how many girls are waiting outside our Oxford Circus store before 9am....
I see them when I walk into the office! First thing in the morning is definitely the best time to shop the store as it is quieter, but as far as online goes, anytime is good. [Things drop daily, as proven by our near-constant checking of their 'New In'section.]
**5. Last year one of our best sales days over the Christmas period was Christmas day itself! **
Lots of girls must've been spending their Christmas money online. The way we can shop and can access fast fashion these days is so far removed from when I first joined Topshop. The essence of Topshop is about bringing fast-paced, accessible fashion to the market first - for women of all ages. I think people look to us for something a bit different.
6. Skate shoes have become a surprise hit with our customers worldwide
They can give a fashion twist to any look. For dress down weekends, I can always rely on my much loved and well worn black Mom jeans usually teamed with a boyfriend grey marl tee and Rodarte sweater.
7. This summer I rekon you should be wearing luxury sportswear
Sportswear looks exciting mixed with bold print and modern jersey. I am also loving crisp modern pleated skirts.
8. At festivals, avoid any accessories you wouldn't dare to wear usually
Oh, and any 'trophy' sequinned and embellished items. I would love to see girls in beautiful printed sun dresses - flowers are huge this summer - and accessorised with a great cagoule, or a transparent pac-a mac which featured heavily on the AW14 catwalks. I am desperate for a pair of green jodphur wellies this year for Glastonbury too - they are so cool.
9. The Topshop Unique show is exciting and totally petrifying at the same time
I sense a genuine goodwill to Topshop as a long standing and successful brand and I think people love our shows because we always deliver something different, but relevant at the same time. I still can't believe Anna Wintour comes to see what we are doing. By the time the big day arrives, we've usually worked well into the early hours making any final adjustments. We're pretty delirious and tired! On occasion there a few last minute fittings a few hours before but that it really is the last chance to alter things. It gets really crazy backstage with all of the social media and camera crews.
10. Its an honour to be considered to still be influential.
I love what is happening in the world of high end fashion. Right now I am obsessed with anything that is hybrid in the world of Sacai and Celine. But I also believe that the high street in the UK is very special and also plays an important role bringing the spirit of fashion to anyone and everyone who loves fashion.
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This article originally appeared on The Debrief.