Denim – one of the most worn types of fabric, a tough durable material and a style that never gets old. The story of this collection begins in Xintang, China,

denim’s world capital with approximately 260-300 million pairs of jeans being produced per year and consumed at an always faster rate due to their cheap

price and people’s disconnection from their real value.


Did you know that it takes 9,500 litres of water to produce just one pair of jeans? Cotton, with which denim is made, is a thirsty fabric: the 4th largest sea in the world, the Aral Sea, disappeared in 2015 as the rivers that flowed into it were diverted to feed cotton crops. That the average pair of jeans in your wardrobe consume 919 gallons of water during their life cycle.


Some of this collection is made from Pre-loved denim donated by over 50 individuals. The aim of the collection is to highlight what can be done with denim once you no longer feel you have a need for it because if you extend the lifetime of your denim piece by just 9 months you reduce its carbon and water footprint by 20-30%! The Collection is also made up of my own sustainably printed fabrics and fabric that is already in circulation.


The music chosen is Ludovico Einaudi – I Giorni. A song that I find calming and reminds me of the water and the open sea that are threatened by the over consumption of denim.


So be mindful and re-use your denim, re-make your denim and recycle your denim.

I would like to say thank you to all of the models involved wearing Roseblade Designs and the models who attended on the day and walked for other designers. We could not showcase the collections without you all attending and listening to each individual designer. 

 I would also like to thank Holly Roden, my Design Assistant. Thank you Holly for helping with the cutting of the collection and for helping with the dressing and fittings of the models on the day.

I would also like to thank Fashion Show Live for the opportunity of showcasing my collection during London Fashion Week.  

Amateur Videos of London Fashion Week - Fashion Show Live at the bottom of the page.