I should be a little scared when the headline of a designer's website begins with "e.g…the UK's hottest new fashion label for empowered women…made in London."  Not so much that name of label is called "e.g…" or that the clothes are made in London.  But it's more to do with e.g…'s self-proclamations of hotness and empowered women that makes me a little dubious.  What empowers someone is entirely subjective to the person and of course doesn't necessarily need to involve sharp nipped in waists, jutting out shoulders and bodycon tightness.   However, all of those things apply to e.g… and I'm finding that there is still something that I quite like about the clothes. 

Emma Griffiths, a Boudicca and McQueen alumnus is the brains behind e.g… and that employment history can be seen running through the sharp cutting, the tailoring and the attitude of the collection, which might have something to do with why I do like it.  Young upstart labels rarely jump right into the structured and fitted genre pool with such gusto, and proclaim that they're hot to trot at the same time.  They've already set up an eshop for empowered women to check out "UK's hottest new fashion label".  I'm about as empowered as a dover sole flopping around on a chopping board in Zilli Fish but I'm about 80% there with this blue sporty lycra dress






Comments (37)

  1. DJM says:

    OMG no way!!!! Someone emailed me about this label and I am currently waiting on….the blue dress arriving! It should hopefully be here next week! I’ll let you know if it’s any good and if I feel empowered.

  2. KD says:

    The blue dress is super! I usually feel comfy and protected when wearing long sleeves, so I guess the mix of protection + awesomeness of dress = empowerment? I dunno.

  3. cassiopeia says:

    ooooh. that black jacket with the immense shoulders and the hooded coat (?) are amazing! sigh.

  4. its an interesting label and with so many vying for attention these days at least they seem to be delivering on style. I would have to see the final product to really judge though – one never knows what happens between promo shots and the rack….mosing on over to website now

  5. Tuffer says:

    The blue dress is a stand out and the “jedi” dress in the 3rd pic is pretty cool as well.

  6. diane says:

    That second dress is jaw dropping. I don’t feel empowered at all looking at it, more like a whiny little school girl “But, I waaaant that dresssss!”

  7. Danny Daily says:

    not feeling it at all. i feel like i am looking at a student’s collection. too many variation and direction…stripes and color contrast and draping and bold/cold shapes.
    BUT something must be said for daring to be more than average.

  8. Louise says:

    Wow, that blazer is gorgeous! And whilst I wouldn’t class myself as ’empowering’ quite yet, i’m pretty sure that i’d feel comfortable in quite alot of that.
    Oh, and i’m quite liking the tradition that is becoming Shoe Porn Friday :).

  9. Anika says:

    Hmmm, I see what you mean about the 80% with regards to the blue dress……..
    The black and white blazer with oversize shoulders on the other hand? Love!
    Have a lovely weekend.

  10. Male Mode says:

    Funniest mental image of the week goes to Ms. Susie Bubble.

  11. scott says:

    really lovely. definitely agree that there are elements taken from her experiences at boudicca and mcqueen….even some of the graphic bits are akin to some of boudicca’s work.

  12. LavenyaD says:

    I like the subtle metallic sheens that have emerged this Fall.

  13. Breathtaking. I’m VERY impressed!

  14. Miss Glitzy says:

    Really interesting… I like this style. Thanks!

  15. Mathilde says:

    i like! especially the black and white jacket – that really has my attention now if only it didn’t cost ¬£500!
    Mathilde x

  16. mimi devereaux says:

    Anyone know who the name of the mixed race/asian model?

  17. Cammila says:

    The word “empowerment” has become such a ridiculous word, it’s like a joke that the speaker is never in on, because it’s almost never bandied about by people who can or do create power for anybody, let alone the disenfranchised folks that are the implied beneficiaries. Rich from FourFour had a good post about this recently (http://fourfour.typepad.com/fourfour/2009/04/shut-up-jennifer-hudson.html), because apparently Jennifer Hudson(?) touts her music as empowering. Hilarious.

  18. Clarity says:

    It is subjective, Mary Quant claimed she empowered by “inventing” the mini (skirt, not car), yet a young Muslim woman in London says she feels empowered by dressing in a hijab and flowing dress – who’s to decide?
    By the way, picture 3 is the only one I would look at twice.

  19. Brigadeiro says:

    LOVE the draped pieces, and yes…that blue gorgeous is STUNNING!!!

  20. I had the same reaction you did when I read the subtext behind e.g., but I agree — the clothes are very cool. I especially like the black and white number! Cute!

  21. Sister Wolf says:

    Empowering is like “proactive” to my ears. Ick! But what the hell, those are lovely dresses.

  22. Agree, can do without the excessive copy writing but the clothes seem to speak for themselves!
    Kisses from Paris!

  23. anonym says:

    lovely blog. i think you would like this blog you have some of the same ideas of fashion http://photoinsideout.blogspot.com/

  24. Kat George says:

    I hate the word ’empower’ and all its derivitives. It’s just far to subjective to be used by anyone sensibly… I think here that ’empowerment’ is problematic in the same way it was in the 80s when fashion tried feminism and just imposed masculine shapes on female bodies. There’s a lot of that here with the strong shoulders but I can forgive it because of the feminine waists and hips… Anyway, I digress..
    Basically, the clothes are so beautiful I’ve decided not to care about the by-line. you’d look DIVINE in the dress (how are you going with the KTZ dress by the way?) although I think you should get the jacket, you could pull it off (this is based on a case of me wanting the jacket, knowing that broad shoulders make me look a foot shorter than I really am, and trying to get you to pull it off so I can live vicariously. Sigh, so is the plight of us small folk.)

  25. Hi,
    I’m Emma, the designer and I am sooooo glad you all like the stuff! Please tell your friends!!
    As for the empowerment bit, I never thought it would provoke such a response, but I believe clothes can be empowering. Your clothes are like your suit of armour and my designs are meant to give the wearer a strong, confident appearance which in turn makes you feel strong and confident, empowering! or something like that.
    Follow us on Twitter.

  26. Trisch says:

    I like the two belted dresses towards the bottom in the pink. Very cute. The rest of it isn’t totally my stle but i like the structure of the garments.
    And thankyou for your comment on my blog!
    Trisch xo

  27. sara says:

    I love love love the blue dress! and Mathilde, her name is Amira, I’ve worked with her! she’s lovely and super cool.

  28. totally off topic but i recognize that model from the asos website. and i would think, wow, she’s pretty cool look.

  29. evisu says:

    Wow! great collection the blazer was totally looks gorgeous. this post is breathtaking. keep it up!

  30. evisu says:

    Wow! great collection the blazer was totally looks gorgeous. this post is breathtaking. keep it up!

  31. SoStylistic says:

    The draped dress is quite McQueen, some pieces are a touch derivative but there is enough there that stands on it’s own. I love the lines! and the blazer style dress would make a great addition to my newly feng shui’d wardrobe!

  32. megan says:

    i love this girls hair.

  33. Helen-LG says:

    I know what you mean about self-proclaimed empower-ers, etc and truth be told a title like that would probably put me off too.
    The pictures have won me over though and I’m going to give it a chance, I do like a bit of strong tailoring!

  34. t.m.h. says:

    wow, beautiful!

  35. thecook says:

    Ohhhh…me likey the gold and white version of the dress…makes it look glamorous.

  36. Selina says:

    I dont like it, not my type. But good for them!! Well done for making it this far! :)xx

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