Beautiful and Sexy ladies

TALENT SPOTTER LULU KENNEDY

Fashion and altruism aren’t two words that often go together, but as director of Fashion East, this is Lulu Kennedy’s mission. Her company, founded in 2000, is a not-for-profit organisation that, each season, takes three unknown designers, picked by her panel of experts, and gives them a show at London Fashion Week. With luminaries such as Jonathan Saunders, Gareth Pugh and Richard Nicoll all from her stable, it’s clearly quite a start.

Kennedy didn’t have a bulging address book – “The only people I knew were Giles [Deacon] and Hussein [Chalayan]”– or a fashion background. But with production experience gained organising raves in Italy, she returned to work at the Old Truman Brewery and found herself in the right place at the right time.

How has she built such a successful organisation? “It’s so obvious it sounds stupid, but you’ve got to put in the work. Some people think you can click your fingers and be fabulous, but you’ve got to build up credibility and hone your own aesthetic.”

Her advice for those seeking sponsorship is simple. “You’ve got to be super-clear and super-bright,” she says. “Edit down – why show 20 okay looks when you can show 10 killer ones? And do your research – give a damn good reason why we should work with you.”

Kennedy is now one of the most respected names in the business. “I feel so lucky,” she says. “I do see other people with great jobs who might be better paid, but I really enjoy my life. My mum says I’ve found the perfect job: when I was a kid, I would have dolls’ parties and dress them up and put on a show – the little event producer.”

Now Kennedy’s all grown up, she’s doing the adult version.

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