Fashion Foie Gras’ Emily Johnston is one of the biggest bloggers around right now – her witty, upbeat take on the world of high fashion has earned her front row seats at the hottest catwalk shows and, more excitingly, the chance to design her very own handbag for legendary American brand Coach.
On the eve of her launch party for the bag at the Coach store on London’s Bond Street, we got the woman of the hour to tell us about how her ultimate fantasy became reality…
How did the collaboration with Coach first come about?
I bullied them into it! Only joking! I was lucky to meet the Coach team last year when they opened their Westfield store. I think they may joke that I'm a tad bit obsessed with their brand but they wouldn't be far from the truth. Coach was my first handbag and the first handbag I can remember my mother carrying so I was an early fan! It was only a dream to be able to create something with Coach and they made that dream a reality.
The process itself was quick but that's down to the amazing team they have that made it all so easy. I flew to NYC in September and met for two days with the design team. Then I was back to London and the rest of the process was done via phone, skype and fedex! In only two months we've managed to turn around a bag. I think I will always be stunned by that timeline. It's happened so fast my feet haven't yet touched the ground!
What does it mean to you personally to work with an iconic American brand like Coach - was it intimidating?
I honestly don't think I'll believe any of this actually ever happened. Working with Coach has been a seamless process that has been enjoyable from moment one. It's almost been too easy! The team there was so wonderful and nice. And they were so sweet to put up with me as when I met them all in NYC I pretty much acted like a thirteen year old girl who's just met Justin Bieber! I keep waiting for someone to call and say, "Yeah, we're not actually going to do this," or "We decided to pull the bag as actually you're a rubbish designer." I'm told this is completely natural but I think come this evening I'll be shaking in my Coach boots!
What was the best moment in the entire process? And were there any major challenges or low points?
The best moment was seeing the actual sketch for the bag for the first time. I couldn't believe it was a bag I played a part in making. Of course the next best thing was receiving the bag itself! There were no challenges and certainly no low points as the team there were wonderful and took in every single suggestion I had for the creation of the bag.
What elements/aspects did you want to make sure were included in the final design and where did you draw your inspiration from?
The bag had to be about the modern day woman and all that we carry with us today. It had to incorporate spaces for all technology we lug around all the time - including laptop, iPad, iPod, iPhone, SLR camera and our flat shoes (yes, there is a compartment for your flats...my favourite part of the bag).
How do you balance blogging with your 'real' job?!
To be honest, I don't know. I've just managed to slip into a pattern of doing things. It's required some serious organization of time but I think I have it down pat!
Does this collaboration with Coach represent the direction you'd like Fashion Foie Gras to take you in, or is it a one-off?
For right now, it represents my ultimate project. If everything stopped tomorrow I'd be a happy woman having done this amazing project. But could there be something else in the future, I don't know but I certainly hope so!
What have you learned personally from the process and has it been quite an emotional experience?
It's very emotional. I think it will all really hit home when I'm able to present my mom with one of my bags. She has influenced me so much and she's the one responsible for my love of this amazing brand. I can't wait to see her face when she sees my name in the bag. That's when all of this will become real and I guarantee you there will be tears!
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