Talent in Focus: Jade Cropper

Introducing AW22 Talent Slot winner, Jade Cropper

Launched in 2020, Jade Cropper’s eponymous brand has been awarded the inaugural Talent Slot by the CPHFW show committee and will be showcasing her AW22 collection in February.

This season, the Talent Slot has been awarded by the CPHFW show committee to the contemporary Swedish brand, Jade Cropper. The brand presents a great direction for the future of responsible Nordic design and will be granted a mentorship program with long-time supporter of CPHFW Julie Gilhart, CDO of Tomorrow Ltd. & President of Tomorrow Projects.

Jade Cropper’s brand was founded in Sweden, on the principles of challenging conventional notions of female beauty. Through her signature deconstructed design using sustainable materials and handmade prints, Jade Cropper’s mission is to steer away from fast fashion, ensuring her designs are inclusive and sustainable. The designs have been worn by several key industry figures in recent months.

Jade Cropper will showcase her latest collection on the runway in February 2022, as our CPHFW Talent Slot designer, introducing the Copenhagen Fashion Week community to the brand's signature deconstructed design.

When did you start designing clothes?

The first time I sewed and was introduced to fashion design was in 2014 - since then I literally haven’t done anything else. It was like an obsession and a joy I hadn’t experienced before. I used all my spare time and took all the courses I could find to learn as much as possible. I got in to Beckmans College of Design in 2017 and started my brand when I graduated in 2020.

Where do you find inspiration?

Often it is different sustainability problems that I want to solve, such as different ways to make the garments more durable and create garments that you’ll keep in your wardrobe for a longer time. That gives me ideas for techniques and constructions. Together with memories of my grandmother as a person and my grandfather’s art and interests in finding the beautiful in the broken or imperfect, something that may not be considered beautiful in everyone's eyes. I believe that "just beautiful” tend to be quite boring. There must be something else; something new, interesting or something that shifts the balance.

What are your goals for the future?

I want to be a part of the transformation of the fashion industry to a more sustainable one, and to be my own fashion house.

Can you describe your design DNA?

Asymmetry, imperfection, feminine and empowering.

Who, in your mind, are your clothes designed for?

In my mind I am designing for the person my grandmother was. Independent, powerful and unafraid to stand out. I also think I am designing for everyone, I want you to feel empowered and cool when you wear my clothes.

What is your design process?

I work a lot hands on. I need to test different techniques and constructions. It is often then I come up with the best new ideas, something that I couldn’t come up with if I was only sketching. The process is a mix of ideas from inspiration and things that comes to me at intuition.

Why is sustainability important to you in your work?

Sustainability is essential for our planet’s survival. Most people know that working sustainably is the future and I believe that making this change will soon not even be a matter of choice but rather a necessity.

How has your work developed over time?

I am always trying to challenge myself and trying new things, so it is a continuous process. But from my work being very playful and a lot of showpieces, my new work is more in-between, I would call it extraordinary everyday pieces.

How does living and working in Stockholm impact your work?

In general, Swedes are interested in fashion, but maybe a little aligned, not so much variety. When I grew up it was mostly other countries cultures around me, so it comes naturally looking at other cultures when it comes to inspiration. It’s hard when you are sourcing for materials here, Stockholm doesn’t have as good of a supply as other countries.

What does it mean to you to get the talent slot?

It means the world to me. Getting recognition for all the work I have put into my designs is truly wonderful.

What can we expect from your CPHFW show?

You can expect a more mature line up than the previous one, but with the same DNA in the designs.