Emzzy is a new clothing brand founded by Swansea-based entrepreneur and fashion enthusiast Emma Cook. House 21 was invited along to the brand’s Launch Party held in the ever Instagrammable marina-side bar Gin Ne Sais Quoi to have a peek at Emzzy’s very first collection.
From first glance it is clear that the collection is targeted at a teen to late twenties market with the pieces fitting perfectly into the genre of fun fashion. Nothing about this line is subtle – whether it’s the figure showcasing cuts which grab the eye or the unapologetic pops of bold colour, there’s no blending in when it comes to the Emzzy co-ords.
Hand-designed by Emma herself, Emzzy’s flagship print of near-fluorescent florals is unique to the brand. Whilst high-street names such as Topshop and River Island play with splashings of fluorescent hues, none dare to centre them to the degree in which Emzzy has done with its launch collection.
When first scouring the rail I was initially concerned that although I instantly adored the prints, none of the cuts would flatter me. Being pear-shaped (in terms of my figure, not my life in general…although that too, a bit) I was admittedly intimidated by the prospect of cycling shorts and crop tops no longer than most bralets, however upon finding the Monarda palm leaf coordinated silky set my mind was put at ease; the combination of wide-legged culottes and a one-armed midriff hugging top is exactly the type of outfit that flatters regardless of dress size. The co-ord set displays flashes of waist at the most flattering points whilst the free-flowing silk of the culottes gives the illusion of a sleek frame without the need to completely cover it up. This set would also work very well for shorter girls as the high-waisted design elongates even the most petite of leg lengths.
Rummaging through my goody bag – an essential for any launch party worth its salt – I was delighted to find a scrunchy adorned with an Emzzy style print. The scrunchy has perhaps made the biggest comeback of 2019 (arguably a bigger comeback than chunky trainers and an undeniably bigger comeback than bumbags) with women up and down the UK swapping their Invisibobbles for retro scrunchies in a variety of shades and materials. Many of us with Afro / mixed-race / very thick hair never actually stopped sporting scrunchies as they’re one of the few accessories that don’t snap after two or three pony-tails, and they also don’t give us the breakage our hairdressers work heroically to correct, so to see them popping up in up and coming brands such as Emzzy is a relief. With a kaleidoscopic scrunchy that screams sass, I’ve been whipping my pony tail back and forth for days.
Launching a new brand of any variety is no mean feat, but Emma Cook has displayed a masterclass in knowing your market, establishing a unique selling point and building brand familiarity. She’ll be joining House 21 at our upcoming Swansea Blogging Workshop & Brunch to talk all things Emzzy and set up some potential collabs. You won’t want to miss it! Sign up here.