LFW Love/ Louise Amstrup

ASOS Marketplace has a special place in our appliquéd-on hearts for great Dane Louise Amstrup. Back in July, our intredpid Fashion Scout, Jemma Dyas, was a guest judge for this year’s On|Off Visionary Award, which saw Louise bring home the (Danepak) bacon. Jemma explained that she had chosen Louise “because I feel she has all the requisite elements to be a huge success.”

Louise Amstrup 'SS11 Runway

Louise won the opportunity to launch her ‘SS11 collection with a fashion show as part of On|Off at London Fashion Week, and gosh, what a show. Listing its inspiration as ‘A woman travelling through the desert’ - the collection certainly didn’t leave the designers talent in the shade…. groan.

We nabbed a moment with a pleased-as-punch Jemma for a quick post-show run down;

“Louise has done an impressive job of moving her designs forward without losing sight of her signature detailing. I loved the playful structuring and panelling of the dresses and the separates were just as sophisticated. Trousers were high waisted and slightly flared, and the raw edging of the skirts contrasted beautifully with the neutral blouses. The hat collaboration with Noel Stewart is definitely something I hope to see in stores next spring.”