LOGUE London

Going from banker to fashion designer isn’t usually the career path of choice for most people (stocks, bonds and Burberry?) but that’s exactly what Emma Roupell did. After years of tirelessly trying to assemble a work outfit that was stylish and office appropriate, she decided to make her own line. LOGUE London is here to bring women something they can be proud to wear in and out of the office, and we thank her for that!


LF: With such a drastic career change, what did you want to be as a child? Banking followed by fashion ever up there?
ER: No, I can’t say that it was! My mother loved fashion and I caught the bug when I was very young, constantly playing dress up in her clothes. I have always loved the glamour of luxury clothing.

LF: Your clothing was a response to what you felt was a gap in work wear outfits for women. Can you tell us more about what you think the problem with women’s work wear is?
ER: As a working woman, you spend the most part of your life in the clothes you wear to the office – my wardrobe was starting to increasingly fill up with separates and business attire which I did not want to wear in the evenings or at weekends.  So, I created 6 dresses for myself that would make dressing at the godforsaken hour of 5.30am extremely easy.  They were based on the classic shirtdress – a personal favourite. I designed what I called “the luxurious shirtdress with a difference”. Made in soft silks and cashmeres with flashes of colour and complete with leather belts. I literally lived in them for work and play – they became my staple for most occasions.

Delphinium Shirtdress

LF: What inspires your collections?
ER: Having friends that work across such diverse occupations – I like to create collections that form a woman’s wardrobe. There is a piece for everyone – whether you work or don’t work!   The SS13 collection remains true to the “one-stop-shop” concept for luxurious staple shirtdresses but as with each collection the brand introduces new lines of timeless pieces, making dressing effortless.

LF: Style-wise, how would you recommend women dress themselves for work? Androgynous, enhancing one’s feminine side, or something completely different?
ER: I think keeping the base simple and well cut always looks good. The beauty about a shirt dress, depending on how you wear it, is that it can be feminine or androgynous, but always smart.

Navy dress

LF: Do you recommend accessorizing or keeping it simple?
ER: An easy way to accessorize for work is with a belt. Instantly transforms a look without looking overdone.

LF: If we were to splurge on one thing to boost our work outfit, what would you recommend?
ER: A tailored dress complete with textured belt.

LF: It’s a “must-impress” interview, how would you recommend we style our outfit?
ER: Medium height heels, textured belt and a medium sized bag to compliment the belt or shoes. Add one piece of jewellery such as a cuff. Keep it simple and sharp.

LF: What would you say is the biggest no-no for women dressing for work?
ER: Showing too much flesh.


LF: What are your future plans for LOGUE London?
ER: There are lots of exciting new projects and events planned for 2013. We are continuing to grow our accessories line further and expand in the US market.



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