Boudicca, that intense British fashion label from Zowie Broach and Brian Kirby, has been somewhat of a guarded secret in loyalist fashion circles since its inception in 1997. Precision tailoring and innovative constructions levelled through esoteric catwalk presentations has marked the brand’s identity from early on. But now having secured a coveted partnership with American Express (a partnership that kept Alexander McQueen afloat for several years before them), Boudicca (named after the Queen of Iceni) is gearing up for a reign that will crown them London fashion week headliners and international players to boot. Industry insiders privy to the duo’s copious talents and punishing struggle over the years are sighing relief and singing a deserving refrain for the label’s new found fortunes. None are more thrilled than Broach herself, who comments, “we as designers want to create ideas that remain forever. Ideas that are taken to a greater level of perfection and precision, but to achieve this we need stability in our business. Financial stability for any fashion designer allows more freedom, and freedom creates more space for ideas. Our collaboration with American Express will allow us to fulfil these desires.” McQueen’s fabled walking on water show a few years ago in New York (a reported million dollar Amex sponsored event) is sure to get a production challenge from this duo known for heavily conceptual ideas.

- Jason Campbell
Photo : Boudicca