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I had to feature Gemma in today's post as a contemporary fashion designer whose fashion brand & garms influence so many fashionistas & designers, including me! I often get many questions & compliments about my Lazy Oaf garms when I wear them & since International Women's Day is on the horizon, I had to give this inspiring, creative & successful female a mention!
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| Lazy Oaf Rainbow Cardigan |
Lazy Oaf, as a brand, has done everything correctly, from the quirky styling, the super-cute colours, the artwork & the whole premise of Lazy Oaf works so well together. You just get it, the fun words on garms about being lazy & bored mashed up with cute styles, characters & colourways, on (always) generously cut garments (it just had to be a women that got this so right) creating colourful streetwear in shapes that are always on point & usually way ahead of the curve!
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| Sweet ruffles at Lazy Oaf |
Gemma started selling her hand printed garms on Spitifields market, printing t-shirts from her Dad's garage, the bespoke range became so successful that Gemma & Lazy Oaf relocated to their flagship store in Soho where they have been ever since.
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| Lazy Oaf Mens Trip Out hoodie |
The store itself is like a fun house of colour, mixing quirky graphics with modernist interior design with a soft, pastel edge. I love it so much that I want to decorate my house like the Lazy Oaf shop, everything Lazy Oaf do is on it!
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| Amazing Lazy Oaf Shop Interiors |
Gemma has now launched a new label named G.E.M which celebrates being a girl & what that means to her, influenced by strong women including Madonna & Bjork, who play around with their indentities and create new personas. This is mixed with 80s glamour and Soho punk influences, creating a range of garms to wear to be rebellious and not do what you are told!
This girl is so inspiring as a fashion designer, creative and feminist. Yes, Gemma Sheil! Keep on, Keeping it weird!
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| G.E.M Flemenco long sleeve t-shirt |
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| G.E.M Sheer up jacket |
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| No Debutante wearing a Lazy Oaf cardigan |
Read the No Debutante post on G.E.M here
All images (except the last image) courtesy of Lazy Oaf
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No Debutante promotes fashion independents, new designers & sustainable fashion.
Check out my work with Bristol 24/7 magazine here under my name
Emma Gorton-Ellicott
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Thanks for checking in Fashionistas
ND xx
