We look at how Negarin Sadr's eponymous label earned supermodel status.

Industry member Negarin pictured with BBC Radio 1Xtra DJ, Sarah-Jane Crawford wearing Spring/Summer 2012

Negarin Sadr is the creative director of the eponymous womenswear brand, Negarin. After learning the tricks of the trade at the likes of Benetton and Donna Karan, Negarin went on to lauch her own label last year. We catch up with the Industry member to find out how it all came about.

You've worked for some of the biggest names in fashion – when and why did you decide to start your own label?

I started my own label about a year ago when I realised that there was a gap in the market for practical, flattering and well-made clothing. People around me – myself included – had problems finding affordable yet eye-catching, good quality basics that are compact enough to travel, versatile and easy to match with the rest of your wardrobes. No matter where I was in the world, I always found myself searching for such garments to no avail. This is when I decided to create my own label.

Tell us a little bit more about your design concept?

I always imagined a collection where everything works together, one where you could put it all in a bin, shake it up, pull out pieces at random and still be able to wear what came out. Also I avoid the colour black. Black is a safety solution for fashion emergencies – something that I believe will never be necessary with my collections.

What did you learn from working for Donna Karan and Benetton?

Benetton is a high street label known for its affordable yet good quality basics whilst Donna Karan is notorious for pleasing the wardrobe of a practical woman. However, the majority of the population cannot afford to dress head to toe in Donna Karan. This is why I took the best from both brands. Negarin combines the two concepts and has introduced an affordable luxury brand to the market. The consumer gets value for money on all levels: garment quality, practicality and design. It was great to work with both houses – they each work to different design systems and this has helped me to find the right balance between creative freedom and strict commercial approach.

Negarin has been championed by supermodel Erin O'Connor – how has this level of celebrity endorsement impacted your brand?

To be honest when I first started working in fashion I didn't think celebrity endorsement would be so essential. Today I think it really helps start-up brands boost their public awareness. And let's not forget, clothes look amazing on supermodels!

Where do you see Negarin in five years?

We have had two very successful seasons and I remain optimistic and enthusiastic about our sustainable growth. Certainly the first objective is to keep increasing our customer base, fans and followers reflected in steadily increasing sales. However in five years time I picture us as a lifestyle brand covering accessory and jewellery lines with a flagship store.

Get in touch with Negarin via The Industry Directory

By The Industry's Features Editor, Harriet Bowe

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