The story of the £1 Primark Dress

Sanam Peshiman explores a story after a £1 Primark Dress for an MA student project

We’ve all been victims of a dirty Primark binge, leaving even the most thickskinned shopper feeling guilty, cheap and unethical. Yet Primark has been named the biggest retailer in the United Kingdom, with millions enamoured by the fast fashion, at cheap throw away prices. The allure of the high street has never been as impactful on fashion as it is today. Everyone prides themselves on mixing and matching their style from top-end haute couture to £3 shorts from Topshop. The look everyone seems to be going for is like they’ve tried hard enough not to try hard, with frivolous, frothy pieces from Primark playing supporting roles against Balenciaga and Miu Miu. Is it possible to pull off a £1 Primark dress as a fashion forward outfit this season? The answer is, yes, with a little bit of time, patience and creativity you can turn even the scabbiest, cheapest Primark find into something fit for shimmying onto a red carpet in.

BEFORE: This £1 find was something you’d find on a poolside at a Lanzarote beach resort. A knee-length, sheer, bright orange summer dress with a smocked neckline and a pleated hem had my work cut out for me when I first cashed it in at the till of Primark, and I couldn’t wait to get home to work my magic on it.

STEP ONE: Always purchase your cheap bargain dresses in a few dress sizes larger than your own in order to be able to work your magic on it with flexibility. I got this beauty in a size 14 allowing me to snip and hem at it without prejudice. The first thing I did was tuck in the pleated hem inward into a bubble hem. No sewing expertise required, just tuck it inwards and pin. Cut off remaining excess fabric and you’ll be left with a short mini-dress with a voluminous finish at the ends.

STEP TWO: The key to making a budget dress into a ready-for-party outfit definitely lies in the extras. I wore my new mini-dress on top of an a-line plain black ra-ra skirt to give it an added volume and bounce and to balance out the sheer orange-ness. The effect was a mini prom dress that wouldn’t be amiss in a cheerleader’s wardrobe. Almost there but not quite yet…

STEP THREE: Now for the accessories! Even the cheapest and most frivolous of buys can be deemed red-carpet ready depending on how and what you team it up with. I chose a Topshop thick waist belt which gave the dress a beautiful form and topped it off with a Stella McCartney Chocolate Brown trench coat worn loosely belted at the waist. All it needed was a pair of Manolo Blahnik patent leather black mary janes and a classic Chanel 2.55 shoulder bag and the transformation was complete!

AFTER: What started out as holiday bikini coverup was transformed into sexy Parisian chic. The bubble hem, cinched at the waist orange mini dress off-set by the chocolate brown elegant trench coat and the chic black accessories wouldn’t ever be mistaken to start from the £1 discount bin at Primark’s sale! It just goes to show you can use a little bit of originality to create a real head-turner! Try it at home today!

Sequins with Substance

Designer Ashish Gupta’s creations reflect the dual nature of his world

In conversation with Ashish Gupta, Sanam Peshiman finds him to be a designer operating between two forces, often opposing, yet somehow always complimenting each other.

Innocence and Experience

A three-time New Generation Award winner at London Fashion Week, Ashish is part of the prestigious Central Saint Martins alumni. Having won the award as many times as possible, Ashish is a designer who has been noticed as promising talent and encouraged at every step. Now, six years into his career, Ashish still manages to hold his own despite graduating from the group of up coming and slowly making his way to established. The 33 year old designer still manages to bring packed houses, proving that he isn’t one of the hundreds of talented designers who have their fifteen minutes of fame and then slink away into shadows. His most recent Spring Summer 2008 collection was his best received yet.

Glamour and Simplicity

Beautiful dresses gleaming with sequins in feminine hues of pale pink, sunshine yellow, gold, black and silver; it’s no surprise that Ashish is a name synonymous with glamour. The interesting dichotomy he presents is what makes his collection maintain it’s quirky edge despite being endearingly commercial. Loose, flattering shapes and even the most ornate of dresses teamed with practical pockets, Ashish presents the feminine, tough girl. She teams sequins with manly brogues; poker straight hair with loose, sheer shirt dresses. The Ashish girl this season is a beautiful mix of in-your-face toughness and self-assured femininity. The designer was inspired by Larry Clark’s Bully and claims the women who wear his clothes are strong, yet maintain a sense of humor. “She can’t be scared to be the centre of attention”, claims the designer, “You need to be ready to be stared at when you walk into a room.”

India and Britain

Growing up in Delhi, Ashish was inspired by his grandmother, a painter, and his mother, who he claims, always loved fashion. Pouring over copies of Vogue left around the house, Ashish says he always knew fashion was what we wanted to do. When asked if he sees himself as an Indian or a British designer, Ashish shrugs off the question claiming he doesn’t think of his work as a cultural mascot in any sense. “Am I an Indian designer or a British one? I don’t know, it’s not really relevant to the way I work, but if I had to choose I’d probably pick British.” From a generation of designers who aren’t confined to any one particular cultural phenomenon, Ashish refuses to be pigeonholed, yet flirts with the best of both worlds. With most of his embroidery done by hand in his own factories in India, Ashish’s clothes reflects the intricate craftsmanship India is synonymous with whilst being original enough to be found in the wardrobe of big celebrities and fashion icons.

Passion and Business

Speaking with Ashish, one instantly picks up for his passion and love for what he does. His fashion is fun and he has fun with it. Ask him if he’ll ever tire of sequins, he laughs and says “I’m not sure, but I hope not!” He doesn’t have a five year plan, nor does he see himself launching a flagship boutique. He lives from one fashion season to the next and believes that since he honestly believes in what he does, he just hopes to continue as he has been for the last few year. Yet Ashish never takes himself, or his fashion too seriously. “Yes, I love what I do, but I see it for what it is, a job I put in a lot of hardwork for and which makes me money.” It is this honesty which makes him not only a designer with vision, but a businessman who believe in making hay while the sun shines. The realistic attitude encouraged him to design for Topshop, with a new collection launching this Christmas. While some designers may claim launching a highstreet collection is a sell-out, Ashish begs to differ, “If anything I view it as a challenge, you need to keep in mind the price point, the store’s philosophy and of course keep the essence of your work, I still find it creatively stimulating.” It is this refreshing attitude that reveals Ashish as a designer with as much style, panache and substance as his clothes.