Emily Cheetham - Cheet London

Finalist of the Best Handbag in Overall Style and Design

Great Britain

2009 Finalist Emily Cheetham Cheet London


What is your design philosophy?
Each season begins with a series of thoughts and ideas about the direction of the new collection. This could be some degree of evolution or style progression from the previous season or could be hinged on a concept or stylistic look that I want the new season to be centred on, such as the art deco mood from my forthcoming AW09/10 season. Designing for me is all about achieving the balance between creating a product which is both captivating as it is useful. Coco Chanel once said â??Ã?úfashion passes, style remainsâ??Ã?ù and I wholeheartedly agree. Whilst it is fun to have on-trend elements in the collection, I strive to design pieces that will not date in the back of someoneâ??Ã?ôs accessory closet.

What are the retail price-points of your line?
Small accessories range from $45-£125 and handbags retail at $225-$775

Do you change your silhouettes and materials every season?
Yes. Every season, I design new styles incorporating new shapes, sizes, materials, colours and finishes. Having quite a few seasons under my belt, I am conscious of what styles my customers favour and so I will endeavour to include staple pieces in a collection such as soft shoulder bag, a structured tote, a clutch etc That said, there are some bags that become our â??Ã?òherosâ??Ã?ô and we progress them into the following season â??Ã?ì but these are always updated with new features and produced in new colours and materials. The â??Ã?òNellâ??Ã?ô clutch that I have submitted for this competition is becoming a â??Ã?òsignatureâ??Ã?ô bag by Cheet London as itâ??Ã?ôs success continues to grow.

What other handbag designers have inspired you?
I draw quite a lot of inspiration from vintage bags and jewellery â??Ã?ì I might find these at flea markets, antique shops or pictures online. I think they made much more interesting fittings and features on old designs even though often size and shape wise a lot of vintage bags arenâ??Ã?ôt as practical for modern day living. In terms of contemporary handbag designers â??Ã?ì I would say that I admire Anya Hindmarchâ??Ã?ôs timelessly stylish designs, Miu Miuâ??Ã?ôs texturally fascinating bags and I like some of the vintage-inspired handles/fittings from Marni.

Which stores currently stock your handbags?
Cheet London bags are stocked in over 60 shops worldwide. We have stockists in UK, Europe and Japan including boutiques, department stores and online retailers.

See other finalists from the 2009 handbag awards