Interview With Fashion Designer Emma Cook

I PUSH open the heavy glass door of deluxe department store Flannels, entering what feels like the calm amid the storm. Flannels’ luxurious ambience is notably contrasting to the jungle of after-work-drinkers I scuttled through just metres away in Spinningfields. Two assistants and one worldwide fashion designer stand before me and I have to wonder which one Emma is. We’re introduced and I can’t help but notice that for such a huge label, Emma Cook is refreshingly modest.

“We do simple, easy-to-wear shapes, focusing usually on print and texture. Each print is usually designed specifically for that garment, a lot of the selection is silk.”

“Pleasure to meet you” she says coyly, sitting on the mustard-coloured leather sofa - coincidently resembling Cook’s casual, knee length, silk number. We browse the rail of what feels like silk rose petals, delicately hanging from their stems. Seemingly Cook refuses to make patterns that already exist, finding excitement in one-off vintage finds that must be bought there and then.

“I like the idea of finding something you can’t get anywhere else. If you don’t take it, it’s gone. The shift dress with a deer on it - you can’t put it down and go find one somewhere else. I like that concept.”

I understand where she’s coming from. And in high fashion terms, the prices are reasonable too, varying from £100 - £395 and making Cook’s orignial prints hard to resist.

Emma Cook Silk Tulle Shift Dress“The clothes are more accessible. People can wear them from eighteen. My mum wears them and she’s nearly 70.”

If only we were an Emma Cook relative. And it’s not just Mummy Cook fashioning the latest label must-have; celebrities worldwide are torn between a Stella McCartney tuxedo and Emma Cook silk printed shift.

“It’s always nice when somebody chooses to wear you because obviously there are millions of choices in the world. Claudia Schiffer wears it, Florence and the Machine wears it, Katy Perry wears it.”

“I can’t imagine Katy wearing it” I say, shocked,

“No, no I can’t. She had one of the really printed ones on from resort with a big swan on the front.”

As we sit, I notice the more Cook speaks openly about her line, the warmer she becomes and I’m somewhat bewildered by her ability to balance world-wide domination and grounded pleasantry. After all, she’s a born and bred Mancunian directly opposite global icons (literally).

“You’re line’s opposite Acne’s, that’s amazing” I point out.

“Acne’s really nice; some of my T-shirts work really well with Acne jackets and jeans.”

Good plugging.

Emma Cook At Flannels“We do simple, easy-to-wear shapes, focusing usually on print and texture. Each print is usually designed specifically for that garment, a lot of the selection is silk.”

The soft fabrics emulate the tone of her voice which, when oozing with passion is a little difficult to stop.

 “You want something simple and when there’s a lot going on with the print, you don’t want any other details on that print.”

Since studying for her degree at Brighton and her MA at the infamous St Martin’s, Cook’s built up a profile to challenge the greatest of designers. She’s worked for Donna Karan in New York, Ghost in London and has an ongoing collaboration with high street favourite, Topshop.

“We’ve worked with Topshop for six or seven years. I think there’s some underwear in there at the minute. Maybe it’s in the Manchester store but I do know it’s in the Secret store in London, it should be in the Boutique section.”

And like any world-dominating fashion designer, Cook’s tight schedule proves tricky to keep on top of. “I’m not sure if it’s in there to be honest, I can’t keep up!”

Emma Cook womenswear collection is available at Flannels. Click here for more information.