JERVOISE is a London-based label, using tapestry to individualise single pieces of clothing. ZOE JERVOISE - the beautiful, undermining talented brainchild behind Jervoise - can tell us tales we can only dream of, for this bright young London-based creative... it's all reality. With clientele ranging from Marina And The Diamonds to George Craig (One Night Only), a day in the life of Zoe is never a boring one. It's exquisitely admirable that she has taken her strength in design and tapestry, and turned it into something so successful - you go girl!

Taking inspirations from her surroundings, Zoe then turns it into a delicately designed piece of tapestry which is then sewn onto a garment. The eccentric initiative has grabbed attention from the music industry alone - "Exposure on the NME tour generated fans in Golden Silvers, Local Natives, and Marina and the Diamonds who went on to commission a range of bespoke t-shirts..." - Jervoise Biography.

Before I knew it we had a e-friendship across the world, and she had a minute to answer a few questions for Coup De Main...

COUP DE MAIN: What inspired you to create Jervoise Jackets?

ZOE: My mum and I have always done Tapestry together and started these kinds of designs a long time ago. But when I decided to apply them to jackets this meant people could see them. People would always come up in the street and ask where I got my jacket from or people just felt the need to say how much they liked my jacket, which I really thank them for. Then when I was wearing my jacket to Isle of Wight Festival about four years ago and (my now great friend) George Craig (from One Night Only) loved my jacket so much he wanted me to make him one and asked where he could buy them. When I said “oh it's just something I do as a hobby” he said people would love them and I should make more. This along with friend’s support and encouragement sparked the idea in my head that this could really be something. So I decided I should make a go of it, and I’m so glad I did.

CDM: Were you always crafty and creative growing up?
ZOE: I’ve always loved art and always knew that I wanted to do something creative. I was very dyslexic and found art and being creative was my escape. I could excel in artistic ways, where as the classroom never came that easily to me. My mother is an artist and her family are all very creative people, so I guess it’s in my blood, as my Grandfather used to say!

CDM: How does the process work of creating a Jervoise Jacket?

ZOE: To make one of my jackets it starts with a lot of sketching out designs and depending on what or who I’m making it for I will take inspiration from them. I made a jacket for Marina from Marina & The Diamonds and I looked at what she likes to wear i.e. colours and styles etc. and looked at her merchandise too. I made her a Diamond tapestry on a leather jacket with bright pinks, purples and yellows - she loved it. So I’ll sketch out a design and when I’m happy I’ll apply that to a tapestry canvas, and I will then start sewing, (I don’t draw out where the colours will go, I do it by eye.) Then after a lot of hours and a sore hand, the tapestry is finished and I will search for the right vintage jacket for the tapestry. I look everywhere from eBay, London shops, to charity shops. Then they are put together and you have a 'Jervoise Jacket'.

CDM: What is it like to work for such clients like Marina And The Diamonds and Jack L-Brown?

ZOE: It's great to have anyone like what you’re doing, obviously most people want some kind of support or recognition. And its great to see my jackets being worn on stage, and in magazines by people you admire yourself.

CDM: Where or whom do you draw your inspiration from?

ZOE: My inspiration comes mainly from the 60’s and 70’s, like poster art, the things people and bands used to wear then. Like Jimmy Hendrix and The Rolling Stones. Also I look at different exotic birds and nature to get ideas to draw from. Music old and new gives me a lot of help in the design process too.

HEART LISTENING... Earl Ground – Shotgun
HEART WATCHING... 'Summer Heights High' and 'Mad Men'
HEART READING... 'Adventure’s Eye' by Tom Stobart (my Grandfather)
HEART IN GENERAL... My new kitten Leroy

www.jervoisejackets.com