e.g...
I should be a little scared when the headline of a designer's website begins with"e.g...the UK's hottest new fashion label for empowered women...made in London." Not so much that name of label is called "e.g..." or that the clothes are made in London. But it's more to do with e.g...'s self-proclamations of hotness and empowered women that makes me a little dubious. What empowers someone is entirely subjective to the person and of course doesn't necessarily need to involve sharp nipped in waists, jutting out shoulders and bodycon tightness. However, all of those things apply to e.g... and I'm finding that there is still something that I quite like about the clothes.
Emma Griffiths, a Boudicca and McQueen alumnus is the brains behind e.g... and that employment history can be seen running through the sharp cutting, the tailoring and the attitude of the collection, which might have something to do with why I do like it. Young upstart labels rarely jump right into the structured and fitted genre pool with such gusto, and proclaim that they're hot to trot at the same time. They've already set up an eshop for empowered women to check out "UK's hottest new fashion label". I'm about as empowered as a dover sole flopping around on a chopping board in Zilli Fish but I'm about 80% there with this blue sporty lycra dress...
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