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Ukulele Fashion

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Ukulele is a London based contemporary young fashion brand, pioneered by Purple-Qie Qin. Only established in the Summer of 2012 it has truly been a very busy year, featuring in Look Magazine, Grazia magazine, Drapers and popular amongst many celebrities and bloggers. Behind each collection is Ukulele’s unique story – to juxtapose Western and Far East culture, blending fashion elements from the past few decades with modern techniques. Read more on Ukulele from creative director Purple-Qie Qin below What made you decide to launch your own brand? “Having worked as a buyer and product developer for several suppliers and independent labels, I quickly realised that there is a gap in the market for affordable but high quality statement pieces in the UK. There are loads of girls like me who would happily spend £100 on a dress but expect, and be guaranteed to get a unique piece that’s not all over the high street.” Why “Ukulele”? “Ukulele represents a relaxed and happy lifestyle. I believe that fashion is not an unreachable vision. Fashion is a tool to put a smile on everybody’s face.” Where do you take inspiration from when designing the pieces? “I take inspiration from everything around me. Music, films, culture, art, dreams. Everything from Ryan McGinley’s youthful dreamy photos, the girls who are still living in the 90s in east London, the ravers who danced in the rain in festivals, to Taylor Swift. I’m collecting everything I find interesting and sometimes things I find funny.” what kind of marketing strategies are you using? “I really admire how Shawn Stussy built his streetwear empire ‘Stussy’ through word-of-mouth and deep involvement in the music scene. I believe that a strong brand should grow slowly with the reputation of their garments and the personal connection with consumers.”



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