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Jameela Jamil Launches Fashion Collection

Last night, we headed down to the launch party of our columnist Jameela Jamil’s brand new collection, JAM, for Very.co.uk. After checking out the designs and enjoying one of the pretty cocktails served in jam jars (rude not to!), we got the chance to catch up with the lady herself to get the lowdown on her new project.

By Theresa Caney
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Jameela Jamil Launches Fashion Collection!

My new collection JAM is for Autumn/Winter, and I think only boring women don’t get a bit fatter in Winter! The whole theme of the collection is ‘have your cake and eat it too’ – they’re clothes you can eat it in, clothes you can gain a bit of weight in, clothes you can bloat in and still feel fabulous rather than flabulous!

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So many designers are men and they don’t know what a muffin top is! No one ever makes stuff that accounts for these things, so that was my whole ethos behind the collection; making women feel good!

Jameela Jamil Launches Fashion Collection!

My inspiration for the collection was figure fixers and in case of emergency outfits. They’re reliable, they’re not trend based, they’re clothes you use again and again and again, summer or winter, for the rest of your life, even.  They don’t discriminate against age or size, it’s a very simple collection, I wasn’t trying to prove myself as this great designer, I just wanted to make clothes that you can rely on and actually wear.

Jameela Jamil Launches Fashion Collection!

My inspiration for the collection was figure fixers and in case of emergency outfits. They’re reliable, they’re not trend based, they’re clothes you use again and again and again, summer or winter, for the rest of your life, even.  They don’t discriminate against age or size, it’s a very simple collection, I wasn’t trying to prove myself as this great designer, I just wanted to make clothes that you can rely on and actually wear.

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My fave piece I’m wearing the red maxi dress I’m wearing now, because I think everyone needs a show stopper. I think it’s great to wear to a wedding, or to a party where you know your ex boyfriend is there and you show him what he’s missing! I came up with the pattern myself. I sketched everything and did watercolours for the whole collection. Shingai from the Noisettes is wearing it tonight!

Jameela Jamil Launches Fashion Collection!

I went a bit crazy with the creative process. They said to bring in a few pictures from magazines and I turned up with 25 sketches that I’d done in watercolour and laminated! I had moodboards… I really freaked them out! I’ve always been really into painting and stuff so this was my chance to go crazy. I didn’t want to take the credit for someone else’s designs. If everyone told me they hate the collection, I didn’t want to be able to blame someone else. And if they liked the collection, I would’ve felt like a total fraud accepting the praise for that. So I hope people like it and even if they don’t, I’ll learn from it… I’m just really chuffed because Very.co.uk are a company that I really believe in and really like and I’ve always been a high street girl.

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When I was designing the collection, I was thinking about what every woman would feel beautiful in – all women. I hate the sleeves that accentuate your bingo wings. All women are included, all sizes, all shapes, all ages and all colours – nothing about it is exclusive.

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Jameela Jamil Launches Fashion Collection!

I wanted figure fixers, I wanted clothes that women can rely on. I wanted the clothes that you don’t need to think about before you put them on and the clothes you don’t have to think about while you have on – you can just breathe, god damn it! That’s all I wanted. I wanted to play it quite safe with my first collection because I didn’t know how it would turn out

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I get really inspired by street style, especially in Britain. I love street style blogs like Face Hunter. I just don’t think anywhere compares to the UK - we are so avant-garde and brave and sometimes stupid, but I really admire street style and that’s where I get my inspiration from.

Jameela Jamil Launches Fashion Collection!

I’ve had plenty of cringe moments! I’m out of control with that in my Company column… farting on a treadmill, seriously?!  In terms of fashion cringe moments, I wore an outfit and one magazine described it as looking like I was a clown smuggling my friends in my trousers! That was an error…

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The one thing in my wardrobe that I can’t live without is my UO black ankle boots. They’re heeled but with a thick wedge. They’re comfortable, they look cool, they can change any outfit from day to night – they’re just reliable.

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My fave places to shop are UO, H&M and Topshop. That’s it, I’m too tired after that! You hit those three and they have everything you need, UO in particular! I love their jewellery, it’s my favourite.

Jameela Jamil Launches Fashion Collection!

My schedule is crazy, and to fit everything in - I just don’t sleep! I last slept in 2009! There are 24 hours in a day, so it can be done!

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I’m terrified with the thought of being a style icon! I’m worried people are going to eat me alive when they see this collection as they might have thought I was going to come up with something really out there and OTT but I’m not trying to prove myself as a designer, I just want to make clothes that women feel pretty in.

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JAM launches on 21st June at Very.co.uk

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