Paradise Lost and Regained

Just a thought for my friend Nicky Rockets who I am pleased to say is recovering. Just over 8 months ago we had a lot of fun on the Spring/Summer Scarlett and Jo shoot. Hopefully we can play it again. A Scarlett and Jo shoot is no cupcake. In Nicky's absence, Chiara Aprea very bravely, jumped into the chair. Every brand has their style and Scarlett and Jo style is to keep it real and keep it spontaneous. It's a reflection of my own 60's heritage when anything could happen at any time and often did. It really is unlike any other fashion shoot. There were no fewer than 10 lovely ladies sizes 18 to 30 featured in this shoot, up to 60 outfits to be shot, in about 7 hours, at 2 separate locations in London. Those locations included possible studio, urban, street, club and garden settings. I am really not into fashion convention at all, and although my own work is often mistaken as classic, it's actually a tad rebellious and unconventional. I like to think it also has staying power. We don't make clothes for perfectly shaped women, or indeed produce perfection. Though we try. But I am not in the business of pretend. I want to see and I want our and potential customers to see real women portraying our clothes in real surroundings and shot naturally. Unfortunately, as I discovered at Style XL we had crossed over to Vintage, although we aren't, that bit I am chuffed about. But as I say unfortunately, the brand has established itself and people are now taking a more conventional approach to us. Janie once asked me what it was like creating a cult fashion brand?  I said I didn't know. Now we run the risk of being regarded as a conventional fashion brand by perception. It is a paradox of our actuality. At the heart of Scarlett and Jo ethos is women having fun, looking good, comfortable in themselves, confident in what they wear. Always feminine. If you bought it a few years ago it's an even better wear. People take fashion too seriously in every aspect. Be you, believe in you, celebrate you. Wear what turns you on. We are going to give a glimpse below of the 3 collections completely unedited as we are so excited to share them. I want to thank the whole cast and crew Georgina, Nancy, Gloria, Katie, Becky, Hanna, Isha, Mayah, Sarah, Hollie, Chiara, Zoey, Danielle, Aoife, with a special thanks to Alfie for stepping in and more than assisting Chiara in completing the shoot, taking some great shots from up front, rather than the planned behind the scenes. Also Ali, I hope you got some great behind the scenes stills and video. And Very Special Thanks to the management and staff of Paradise. You could not have been better hosts or provided better settings for the Once Upon A Time Collection. I hope everybody likes these shots. I certainly do.


“Once Upon a Time” at Paradise. Shot by Alfie Brownson Smith. Group Shot with apologies to Hanna and Isha who were looking after the shop at the time.



The stunning Isha looking glam in glitter. Shot by Chiara Aprea.


Stunning sisters in arms Mayah and Georgina. Shot by Alfie Brownson Smith.


The lovely Katie working our cross over midi. Shot by Chiara Aprea.


The stunning Nancy showing us how to work an LBD. Shot by Chiara Aprea.


We LOVE this candid shot of Nancy and Katie. Shot by Chiara Aprea.


The beautiful Gloria glowing as always. Shot by Chiara Aprea.


The stunning Becky seriously working our keyhole tunic. Shot by Chiara Aprea.


Sarah looking sultry in our printed hanky hem. Shot by Chiara Aprea.


Sneak Peek Alert! The beautiful Georgina in a style soon launching at Simply Be/JD Williams. Shot by Chiara Aprea.


The beautiful Hollie working our new separates. Shot by Alfie Brownson Smith.


The stunning Mayah sure knows how to work a maxi. Shot by Alfie Brownson Smith.

Please note that we are unable to reveal some wonderful shots by Chiara and Alfie from the capsule collection for Simply Be / JD Williams until nearer the launch date and the red carpet Once Upon a Time collection exclusively at Yours clothing which will launch at the end of October. Stay tuned!