Jo Conrad is the designer behind Shirley Geek, which aims to bring a little 'girly chic' to us all! We spoke to Jo before her fashion show (see end of page), in her recently acquired workshop / shop on the second floor of Camden Lock Market. Shirley Geek has certainly come a long way from her outside market stall, even Emma Bunton has been photographed clutching one of her handbags...

How did you start in the fashion business?
My training was in illustration rather than fashion, but I have always made and customised my own clothes and accessories as a hobby and had an interest in fashion from an early age. Friends were often saying that I should try to sell my creations, so after 7 years making props for animated films and adverts, I decided to start making clothes and bags in the evenings after work and took on a stall at Camden market when I had made enough stock, and it grew from there.

What made you choose Camden as your design outlet?
I first visited Camden market when I was 13, and fell in love with the atmosphere and diversity of styles and characters that you find there, and I used to come up on day trips from Bristol as often as possible. Then when my boyfriend and I got animation work in London, we chose Camden as the area we'd like to live as there are so many nice bars and restaurants and a real community feeling, and I also found the market the most friendly to take part in out of the ones I tried, which was very handy!

How would you describe your designs?
I have become much more girly in the last couple of years than I used to be, but still like to have a quirky edge, so I suppose my designs are a combination of retro imagery with a glamorous touch.

What influences you in your work?
I love the 1950's era most and generally get inspired by anything that was designed in that period, especially in America. But I also love the Japanese's kooky sense of style, child-like objects like toys and sweets, and luxurious boudoir items that make you feel sexy!

What do you enjoy the most about creating fashion?
It's so rewarding to make things that are really personal to you, and find that other people like them too and owning them actually makes them feel good about themselves. I don't think the novelty of that will ever wear off!

What advice would you give any new designers out there?
You do have to work very hard to make it succeed, but if you have confidence in your designs and love what you do it won't feel like work. Taking a market stall is a very good way to build up slowly without too much risk, and is an excellent way to get feedback to help you evolve your product.

What do enjoy doing when you're not working?
I can't really remember to be honest, as I haven't really stopped since I started a year ago! But now things are in place and starting to settle down a bit I can't wait to spend more time with friends, and go out for nice meals or to see plays with my boyfriend. And shopping! The one disadvantage about making things for other people to buy is you don't have any time to go shopping for yourself, but I suppose it is quite handy being able to rustle myself up something new for a night out now and then!

Shirley Geek was recently one of the stars of the Camden Fashion Show 'Significant Other'. This was a catwalk event held on a cool evening in September...
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To see more of Shirley Geek designs and to buy online visit her website:
www.shirleygeek.co.uk