fashion interview
International: Samata’s label has
expanded from London to New York
Samata Angel
This British-Ghanaian designer created her clothing label Samata’s Muse
in 2005 and has already become a name among the world’s fashion elite
I
f my words could transform willing to take risks. But people essential guides for any budding
themselves into garments underestimate the importance designer. Of her books Samata
I would want them to look of having business skills when says: ‘There just didn’t seem to be
stylish; fit gracefully and exude my working in fashion. If the figures one book that addressed all the
femininity; much like the creations don’t add up, it just won’t work.’ issues. Both books were written in
of fashion designer Samata Angel. Since her Muse label’s under a year, but the idea came to
Establishing her clothing label, inception, Samata has won Best me in a second, so I just started
Samata’s Muse, in 2005 the British- Couture Line 2006 at the UK Urban writing and it flowed very naturally.’
Ghanaian designer is already Fashion Awards; been nominated Blessed with the ability to dress
making a name for herself among for several awards (among them women in fabulous outfits,
the fashion world after only three Best Women’s Wear Designer at including Dawn Richards from
years. Despite what seems like an the UK Urban Fashion Awards, Danity Kane, I quiz Samata about
‘overnight’ success Samata’s story and Aristoc Woman of the Year her own personal style. ‘Unique,
doesn’t begin with the Muse label; in 2007); she has even been feminine – but not girly – and
it starts with a natural talent for appointed an Ambassador for the changeable. My clothing reflects
design and the (ingenious) decision Girls! Make Your Mark campaign my personality and life at the time.
to obtain a degree in business. and has made history by becoming If I am going through a ‘career
the first black British female to woman’ phase, then I look more
Academic importance show during the exclusive Nolcha corporate chic. If I am feeling a bit
‘My parents have always stressed fashion week – in New York. rebellious, then I might look more
the importance of academia in pieced together and less safe.’
life. So I studied business and Advice for newcomers Recently short-listed for
taught myself the fashion elements With first-hand experience as a Cosmopolitan’s Future Fashion
with help from industry experts,’ struggling designer Samata is Star Of 2008, the future is bright
Samata says. While studying she more than able to empathise with for Samata and her label. ‘I feel so
worked as Head of Marketing and the trials faced by newcomers. excited. Cosmo is the bestselling
Sales for a Japanese clothing label Realising empathy is sometimes young women’s magazine in the
in London; from there she became not enough; she embarked on a world, so it is a huge honour. The
Head of PR for Elival Fashion project that took just eight months award category, Future Fashion
Incubator, a now defunct boutique to complete. The end result? Two Star represents what I am – I feel
based on the King’s Road. books, Fashioning Your Life – A that I haven’t yet peaked, but that
Combining business acumen Clothing Designer’s Guide Volumes the realisation of my dreams is in
and a flair for design enabled 1 and 2, offering advice in the fields the very near future,’ she says.
the Cambridge-born designer of marketing, promoting, money
to take her Samata’s Muse label management and other important Fashioning Your Life – A Clothing
from London to New York and areas. Both volumes include Designer’s Guide Volumes 1 and
back. ‘Fashion is an art. Being a quotes from industry heavyweights 2 are available at www.lulu.com
fashion designer means you have like Nigel Barker and Terry and www.samatasmuse.com,
ds by Rachelle Hull
or
to be emotional, expressive and Mansfield CBE, and are considered priced £16.99 each
W
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