Sunday, May 26, 2013

Preview of LOGUE London SS13 Luxury Shirtdresses + Exclusive Interview with Designer Emma Logue

Emma Logue (wearing LOGUE London) and me 

I had the absolute pleasure of meeting an extraordinary UK based designer named Emma Logue, founder of her namesake brand LOGUE London. Emma is famous for her luxury shirtdresses which she brilliantly adorns with vibrant pops of colors.

LOGUE London just unveiled its Spring/Summer 2013 collection which features breezy blouses, skirts and dresses as well as bikinis and accessories for the perfect vacation wardrobe. Materials include the finest silk, textured cotton and embroidery, while the color palette comprises cool hues, crisp whites and glimmering metallics.

Fueled by the desire to create proper yet stylish attire for today’s female professional, former banker Emma Logue founded LOGUE London at the age of 30. The cornerstone of LOGUE London is the classic shirtdress recognized by its signature flashes of color, which epitomizes simple glamour and comes in a variety of fabrics, colors and styles.

Emma’s new collection has everything you could possibly need to look effortlessly chic this Summer whether you’re going to a meeting in the city or spending time with friends in the Hamptons. Her pieces are created to seamlessly take your look from work to play.

I joined Emma and her publicist Natasha for some cheese and wine at the Grape & Vine restaurant inside the beautiful Jade Hotel in New York. We chatted about her fascinating journey to becoming a fashion designer, her inspiration behind her luxury shirtdresses and much more! 

Pippa Middleton is one of many celebrities who've sported Emma’s iconic shirtdresses. Ms. Middleton paired her LOGUE London shirtdress with a tan Lamb 1887 bag and London sole flats while out shopping in London. 

How did you start LOGUE London? You did a seemingly complete 360 with your career. Tell me about your journey to becoming a Fashion Designer.

Emma Logue: I sort of paved a career path out that would equip me to start my own brand so that meant things like PR, sales, marketing and most importantly finance. I worked at Louis Vuitton doing brand management then I worked in New York doing fashion PR. Then came back to London and did equity sales with Morgan Stanley for three years. It was there that the idea for LOGUE London came to life through products that I had made. I  also did a night course at London College of Fashion where I studied design. After I made a small batch and they sold out I then left Morgan Stanley and decided to take the plunge. Four seasons later here we are!

You’re quite famous for your luxury shirtdress. It’s a great option for going from work to play. How do you recommend achieving that transitional look?

Emma Logue: Well it depends. For my next Autumn/Winter collection all the pieces are quite military style. So I’ve shot the dresses where they are buttoned high to the neck which is perfect for work, dress is just to the knee. The sleeves can be worn full length to the wrist so that gives off quite a corporate look with a pair of heels. Then when you’re going out at night you can open a couple of buttons at the top, change the belt from the matching leather belt to the gold snake skin. Roll up the sleeves and have that flash of color and maybe open a couple of buttons on the skirt to show a bit more leg for a more sexy look.

What was your inspiration for the new Spring/Summer collection?

Emma Logue: Spring/Summer 2013 is tailored for Summer in the city or Summer on the beach. I wanted the SS13 collection to remain true to the ‘one-stop-shop’ concept for luxurious staple shirtdresses, but I have now introduced weekend and beach chic clothing to the label. Overall, having friends that work across such diverse occupations, I wanted to create a collection that would form a woman’s summer wardrobe. There is a piece for everyone, whether you work or don’t! Transitioning from day to night, SS13 braves the summer heat with panache.

Can you describe the LOGUE London woman?

Emma Logue: Everyday working women and I was one. There was a gap in the market and I felt that the only clothes that were out there. I mean it depends obviously on your job but being in banking it had to be something that was discreet and I didn't want to wear black and I didn't want to wear a trouser suit. I searched for something that was corporate but feminine and also stylish. I designed pieces that like me, every day working women can wear.

Summer is almost here in New York. Can you give me some tips on looking on trend this season?

Emma Logue: Pastels are very in. With the Great Gatsby movie, it’s the old school movie star old style that is in with feminine pieces in pastel colors. I think floaty fabrics which all my silks for Spring/Summer work really well. They’re the right length for the modern day as opposed to the calf length from the 50’s and 60’s style.

Where can we find your collection?

Emma Logue: It’s currently sold online at and we ship internationally. US is one of our biggest markets. Once you order you will receive your purchase within 3 days.

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