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Emilia Wickstead's feminine frocks and fresh color palette have attracted quite the royal and celebrity following.
When Kate Middleton developed an affinity for the designer's elegant dresses, wearing her pastel-hued designs everywhere from garden parties at Buckingham Palace to the Cannes Film Festival, the Duchess of Cambridge created a buzz around Wickstead's fashion house, particularly at her London Fashion Week Spring 2013 show (where attendees hoped she would show up).
The British born fashion designer, who worked in design houses and editorial in New York, Milan and London, made a name for herself as a made-to-measure atelier, building her business through private sales, according to Vogue.
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She opened her business at the age of 24 with 5,000 Euros her now-husband gave her, and sold her made-to-measure pieces from her flat to family and friends to kick off things.
The launch of her business came after Wickstead studied fashion design with marketing at Central Saint Martins, and interned at Proenza Schouler, Narcisco Rodriguez and Vogue.
She later launched her eponymous label in 2009 and expanded her collections in 2011 to include seasonal ready-to-wear collections when she made her debut at London Fashion Week in 2011.
According to the mag, word of Wickstead's designs and affordable prices soon spread and her clientele started to grow rapidly, particularly after her client Samantha Cameron's husband became prime minister and she wore one of Wickstead's dresses on the day it was announced.
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When asked the criteria she thinks about when designing pieces, Wickstead said, "I'm a true believer that you don't have to reveal all--that sexiness can be about a high neck and a fitted sleeve."
"I love doing fittings and seeing women look really confident in their clothes, because they're not wearing something too boxy, but that really shows off their figures. Everybody has a different figure—it's important to design for different shapes."
Wickstead is set to show her collection at London Fashion Week Sunday.