ISAWITFIRST launches collection with Emeli Sandé

ISAWITFIRST​ has announced its mini collection with multiple BRIT award winner Emeli Sandé in order to celebrate her new release, “More of You”


Emeli has recently moved away from her ballad singing to a more fun and afrobeats-influenced style, which ISAWITFIRST​ hoped to reflect in the collection.


ISAWITFIRST​ dressed both Emeli and the dancers in the video, with bold colours, daring prints and strong silhouettes.


The fast fashion retailer has also released a collection of exclusively designed t-shirts, celebrating the album.


Kelly Johns, Creative & Brand Manager​ for 1214 Media, who designed the t-shirts, said: “​I loved designing the t-shirts. I wanted to bring parts of the song and Emeli’s personality and style to life.


Emeli sent over some background designs that she created which have been incorporated into the designs, along with the colours to match the music video.The inspiration was based around the vibrant, afro funk feel of the song!”


Elizabeth Grunwell, ISAWITFIRST Buyer, commented: ​”We really wanted Emeli to take the lead in terms of pieces for this collection. We love her fierce and feminine style, as it closely reflects ours and so felt it was important to take our lead from her.”

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