New Designer Alert: Sophie Fleming of Fleming London

 

With Fashion Week February it would have been easy to get caught up in the whirlwind of famous designers, yet here at Scriptoeris we were seeking the new names in fashion, cue the talented Sophie Fleming.

Bringing an instantly cool vibe into the fashion world, it seems pretty effortless yet,with the soft leather and bold block hues not only are these back packs chic but practical for career-orientated women in need of an edge, us students whose folders can’t fit into our purses and the cyclists roaming around in Spring.

I was fortunate enough to catch this busy bee and quiz her on being self employed, the process of Fleming London and what the future holds.

S: How would you would describe your product?

SF: At Fleming London we make luxury leather backpacks that are uniquely stylish and devilishly practical. Our current style comes in black, red, white and blue and every backpack is handcrafted in England from Italian vegetable tanned leather and silver fittings. These are aimed at the young professional who is looking for a bag that can carry them from day to night, with their classic style and polished finish. I now work full time on the brand and am very excited to see what the future holds!

S: Why bags? Why did you decide to take this path rather than say clothes or hats?

SF: I had actually contemplated designing some sort of bag or accessory for a number of years but I never reached a design or product that I felt was quite right. It was only when I mentioned to a friend the idea of a luxury leather backpack in January last year, that her excited response encouraged me to look seriously at developing this possibility. The idea for a backpack was really inspired out of my own personal need, firstly when I became an avid cyclist at University and then when I began the

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commute to London. I yearned for a backpack that was both practical and stylish, but the only ones available were casual canvas rucksacks that were generally unattractive and misshapen; they certainly didn’t suit more polished outfits or formal workwear. I decided to take this gap in the market and run with it!

S: You’re already doing so well! Do you have a lot of experience in the fashion industry?

SF: Whilst I have always been passionate about art and design, I actually studied History at University. I felt that such an analytic degree would prove beneficial in the future, as although I intended to pursue a more creative career, it would be a more business-focused role in fashion. After graduating I did some temp work for ASOS before accepting a permanent job at Jaeger’s Head Office, just off Regent Street, in merchandising. It was there that I gained invaluable experience working within a luxury British brand, and getting involved in the processes that bring a product to market; ranging from design and buying to merchandising and marketing.

S: What advice would you give to aspiring designers? What are your top tips?

SF: I would say it is vital to get some experience in the industry. But after that: research, research, research! You need to be up to scratch with current and historic trends and designs and also potential competitors and other similar brands in your market area. This will all help you set off on the right foot, as although it may not be the most creative aspect of designing, brainstorms and moodboards, are a vital part of the process. They make you aware of what is already out there and ensure you find your niche rather than just creating something that already exists. So to summarize you need to know your market and know your customer!

S: Would you say that it’s best to have a degree or something similar in Fashion before getting involved in this industry?

SF: I would say that a relevant degree would definitely help the whole process but it’s not impossible without one. I just spent a lot of time researching and reading up about starting your own label and launching a new business. There are so many fantastic books out there, one that I would recommend is Doug Richard’s How To Start a Creative Business which can be applied to a whole range of creative industries. I think what’s really important is that you have a genuine passion for what you are doing, as this will always shine through.

sophie fleming

 

S: How long did the process take between the idea of designer a bag and seeing the first finished product?

SF: I first had the idea for the brand and product in January 2013 and had launched the website by

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December, so it happened incredibly quickly really – especially since I was working full time for Jaeger until the September. I spent every evening and weekend working on Fleming London during that time, which was exhausting but I enjoyed every minute of it. I finally resigned from my current job to devote all my time to building the brand, which was vital as I needed to make frequent visits to my manufacturer and organise product shoots, as well as finalising the website and managing stock and packaging deliveries.

S: Wow! All in under a year! What has been the biggest challenge you have faced thus far?

SF: I would have to say one of the biggest challenges is getting used to working completely independently, which is why it’s so important to keep yourself motivated. I try to keep my days varied so that I don’t spend all my time glued to a computer and plan my week to include photo shoots and meetings as well as the usual admin involved in running the business.

S: Do you have mentor? Who inspires you in this industry?

SF: I am particularly inspired by Julie Deane’s story and how she came to start the Cambridge Satchel Company (I’m sure many people are familiar with her Google Chrome advert!). I think it’s incredible how she persevered with what started as a simple idea to now be running a hugely successful company that has it’s product stocked all over the world. I like to keep up to date and see how her company is growing – and I’m always intrigued to see what she’ll do next. A very inspiring woman!

S: Well we can see you achieving exactly the same! It must all be so hard though on your own- What’s it like to be self employed? What’s your advice for us girls?

SF: It was a very scary decision taking the leap from full time employment to becoming self-employed and starting a company! I would say it has definitely been worth it and I am pleased that I made this decision as so many people end up sidelining their dreams and ideas. It’s definitely hard work and a bit of a gamble but if you’re highly organised, set goals and willing to put in the work, then it will be a rewarding experience and an incredible learning curve. I would say that it is very important to get experience in the industry before you go it alone, as although I was only at ASOS briefly and then Jaeger for a year, I became familiar with the processes involved in retail and would have really struggled without this experience.

S: What keeps you motivated?

SF: I am highly motivated as a person and have always set myself goals to achieve throughout my education and in my career. I believe this is vital to being self-employed as you don’t have someone constantly chasing you up for pieces of work or putting pressure on you for deadlines, you have to do all this yourself. I write myself lists every day of

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what I want to achieve and get done. This is important because not only does it ensure I stay on track but I can also look back at all the work I have completed and the different things I have achieved, even when it feels like a bit of a whirlwind and I forget what I was doing this time last week!

S: How would you describe your daily style?

SF: I would say my style is quite simple but classic. I’m a big fan of jeans and a plain jumper or t-shirt but I like to dress up my look with accessories, mostly statement necklaces – I seem to be gathering quite a collection!

 

With one signature style released, Fleming London is in the process of developing a selection of petite styles and quirky boutiques to be stocked in store. Already, Fleming London has achieved so much and we have a feeling that it’s not going to be stopping anytime soon. This year looks set to be an exciting one , we have

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