Q&A: Zandra Rhodes on her latest collaboration with Seven Dials

Dame Zandra Rhodes is a legend of British fashion design and one of its most prolific collaborators. She talks to us about her latest project in partnership with Shaftesbury, the landlord of Seven Dials, where Dame Zandra's career began in 1965.

Shaftesbury has commissioned Dame Zandra to create a series of installations in her signature bold style to celebrate the area and welcome back shoppers to the area after lockdown. Each unique piece of wall art includes a quote from Seven Dials’ fans, calling out their favourite memories or experiences and what they are looking forward to doing upon their return.

To enable social distancing for pedestrians. Seven Dials, in partnership with Camden Council, has carried time road closures from 10am to 6pm.

Dame Zandra's tells us how the area has changed, what inspires her and what further achievements she has in her sights after more than 50 years at the forefront of the industry.

Your first ever studio was on the corner of Neal Street, what was the area like then and what have been the key changes you have seen over the past 50 years

It was a quiet, sleepy area – our company was "Sylvia Ayton and Zandra Rhodes". The studio was on the second floor of Monmouth Street facing Neal Street.

Can you give us an insight into the kinds of designs you were creating then and how you developed your signature style?

I still had dark hair and wore turbans and lots of rings. Sylvia said I was so exotic I frightened the buyers! She wanted me to hide! My designs have always had my DNA, I designed pop-art prints including lightbulbs, lipsticks and explosions and put them on feminine clothing shapes. Some of my prints designed in that exact studio have been revisited within this project, You could say that my work has done a full circle back to its humble beginnings!

When you were approached to do the Seven Dials installations, what was it about the project that appealed to you?

It was a vibrant area and we must keep it vibrant. There are gorgeous young shops and lots of spirit! It needed my exoticism with the incorporation of bright prints such as light bulbs, rainbow men and giant psychedelic flowers.

Can you give us an insight into what we can expect to see with the installations and the inspiration behind them?

The inspiration behind the installations were found in my archives, we wanted to revive untouched prints from the late 60’s and early 70’s such as my Mr Man design. I love the idea of revisiting the area from the era I remember so vividly, right at the start of my career.

As well as being renowned for your use of print and colour, you are also renowned for your collaborations (with Valentino, Mac, IKEA to name a few), what is it about partnering with other brands and creatives, and indeed neighbourhoods like Seven Dials, that so appeals to you?

Pattern brightens lives and so does colour! Seven Dials is a marvellous jewel-like preserved area that can be magically transformed, I like to think that the area is synonymous with vibrant London and I am a British designer - you marry both and you get something very organic and true to its roots.

You have also dressed some of the world’s most celebrated women, from Princess Diana to Diana Ross, is there someone out there that you haven’t dressed but would like to?

I would love to dress Kate, the Duchess of Cambridge. She would look outstanding in one of my floor length, hand-printed gowns – so totally elegant.

The fashion industry had obviously been hit hard by the recent pandemic, what do you think the effects have been both good and bad?

We have had no choice but to face the future positively and make sure we survive and we must do this by being enthusiastic and re-thinking each problem as it occurs. The industry was in need of a change and was moving too fast, it has made us, as a collective, slow down and realise that the smaller things matter!

You still invest so much of your time inspiring the next generation of designers (indeed you started your career as a teacher), what advice do you have for designers starting out now?

Never give up! Somehow, in spite of setbacks, keep thinking how your work can be used. Always find ways to keep creating! We must battle against the odds.

Can you tell us a bit about the Fashion and Textile Museum, of which you are founder? What did you set out to achieve with that and what can we see there now it has reopened after lockdown?

The Fashion and Textile Museum was founded to promote mainly British fashion and textile designers (who I think are the Cinderellas of the fashion world – they design wonderful textiles that get overlooked by the dress designers who use them and the press). British textile designers are world leaders

You recently celebrated 50 years in fashion. What would say has been your biggest achievement and which achievements are you focused on for the future?

Founding the Fashion and Textile Museum and being made a Dame by the Queen are my top achievements! I am now focusing on many collaborations including IKEA for Autumn 2021 - it has always been a dream of mine to revisit designing textiles and furnishings and I can finally reach the masses doing so with a company I admire so greatly! Currently the Fashion and Textile Museum have a wonderful exhibition of interior magic rooms and textiles by Designers Guild called "Out of The Blue".

Images: David Parry/PA Wire