THE NEXT BIG NAME

GETTING TO KNOW... Josephine Scott

The label is new but the talent behind it is known throughout the bridal industry. Josephine Parkhill’s Debut Collection of scenestealing designs that marry old-school glamour with modern romance was one of Harrogate’s highlights. Wedding Trader talked to Josie about her way to the top

Did you study design and where? Yes. I studied a four-year degree in Fashion Design and Marketing at The University of East London. Marketing was very important to me and at that time It was the only fashion degree accredited by the Institute of Marketing.

What was your first job? My very first job was as a waitress in a local restaurant when I was 13. My first job in fashion was as a sales assistant at Principles, womenswear in Bristol. I loved seeing and understanding which pieces flattered and fitted best, which sold out quickest and why… and how adjusting the displays or styling them in different ways affected the sales overnight.

Was bridal always a passion of yours? As a young dancer, performing in large theatre productions encouraged my love of glamorous gowns and crystals combined with my mother’s wardrobe of 80s power eveningwear! It was evening and wedding gowns that closed the designer fashion shows and were worn by the leading actress in the finale on stage, and by the princess in fairy-tale movies! Bridal design has changed a lot since then... boundaries of styles and venues have exploded into opportunities to create gowns that brides couldn’t have imagined before. I am very grateful I have been able to explore this passion as my career.

How old where you when you joined Ellis and were you designing for them – which label? I was 19. I wanted to put the first year of my degree to use with work experience over the summer and approached Diva, an established

evening gown boutique in Bristol. They instantly recommended I should contact Barry Waterman of John Charles. Barry offered me an interview and placement where I experienced an eye-opening summer (mostly in vans with their salesmen), learning about both the bridal and occasionwear business from Barry and Richard. I finished my placement by delivering a company marketing strategy and starting the second year of my degree with a part-time position as a design room junior tasked to rebrand all three labels.

I started my professional career with Ellis as their designer / brand manager the summer I graduated, managing the design room and marketing alongside designing for all three labels, before being promoted to Head Designer of Ellis and Kelsey Rose. I thoroughly loved my time at Ellis (almost 15 years in total), especially being part of the close team and buzz we created – there were times when it was magical and I hope to re-create this for Josephine Scott some day!

What did you do when you left there? I set up my own creative agency, offering branding and design consultancy. From there, I joined WED2B as Creative Director before returning to Ellis as Head of Design and Creative.

What brought on the decision to launch your own label – it’s a very big step? Launching Josephine Scott has always been an ambition and the time just felt right. I felt ready to use my broad knowledge and experience to offer the industry something new and fresh as a British designer. Being forced to take time off due to the pandemic created space, without pressure, where I designed purely for enjoyment. This reignited my passion and became the beginning of The Debut Collection.

Do you have a backer? Financially, my husband and I are backing the brand. However, I have been surrounded by amazing people who have generously helped with

their bridal and business knowledge and time, in particular Jane Aston of Mignonette.

Describe the personality of your label in one sentence? Elegantly timeless with a hint of drama and romance

How many collections a year are you planning? At present, just one per year, But I may introduce a few new gowns into The Debut Collection in March to test new designs and colourways.

How many pieces are in this launch collection? There are 22 gowns plus co-ordinating accessories and veils in The Debut Collection.

Are you working solo or do you have a team? At present, I am mostly working solo. However, as I have a small studio in the Mignonette boutique, I do have a

huge benefit of a small team around me with lots of expertise, on top of a freelance team I have worked with for many years.

Where are you sourcing your fabrics? From across Europe and the Far East.

Where are your gowns being made up? The gowns are produced in the Far East, in only premium ateliers I have previously worked with who work with leading bridal brands.

Your launch fabrics, colours and style highlights? The organza rose print used on ‘Elora’ and ‘Constance’ is very on-trend yet timeless, with silk organza overlaid onto layers of ivory tulle that create full, yet lightweight silhouettes that aere utterly romantic.

Shades of ivory are rich and illuminous, such as ‘Eloise’ in luscious pearl satin and enhanced with a rich, heavily embroidered lace that equally blends into the fabric whilst attracting attention.

Colours are soft and reflective to compliment metals such as rose gold and platinum, with soft rose and antique silvers created through layering fabrics and encrusted laces as on ‘Astor’ and ‘Alexandra’.

Josephine Scott dresses are constructed from the outside in, with couture-style corsetry inside every dress. Although led by design, they have been created with a commercial eye for gowns that will both enchant and sell… and with matching veils and accessories to add that perfect finishing touch.!

The collection offers custom options to include split sizes, rush orders and even a full bespoke service with Josephine.

Suggested retail prices range from £1,800 to £4,500, with careful consideration to reflect detailing and fabric applications brides will notice.

Number of accounts you opened in Harrogate? We opened several highly respected

accounts in Harrogate. Laura Daly of Bellissima opened our very first account in the morning on the first day, which was such an exciting start.

Number of accounts you are looking for? We are looking to achieve a maximum of 40 accounts across the UK and Eire, allowing time and resources to support them to build long-term successful partnerships together.

Do you specify minimums, and do you give exclusivity? Yes and yes. We ask for eight pieces and offer up to 30 miles exclusivity (depending on density of the area). As we are looking to maintain a carefullycurated number of stockists, we are focusing on their quality and location.

Are you planning to sell outside of the UK? Will you be showing in other countries? Yes. We already have one account in the US and are looking into the potential of showcasing next year at a major European bridal show. and new stockists, I will be visiting each boutique over the next few months, training staff and meeting brides to help launch The Debut Collection.

To the brides, social media is still key, focusing our attention on building our presence on major platforms such as Instagram and Pinterest, alongside collaborations with stylists and local magazines.

How are you planning to promote the brand – and your lovely self? For new retailers, we are looking to be present at as many tradeshows as we are able to attend, alongside independent shop visits. For existing Contact details for retailer inquiries? +44(0)1582 841095 Josephine@josephinescott.co.uk www.josephinescott.co.uk @josephinescottlondon