IN CONVERSATION WITH BRAND TEATUM JONES
DEMONTAGE: Can you introduce yourself and your partner, and how you both worked together to create Teatum Jones?
TEATUM JONES: I am Rob Jones, one half of Teatum Jones. The other being Catherine Teatum. We met working in Italy 15 years ago working on a large Italian brand. We both had the same outlook on the world so decided to come back to London and begin Teatum Jones.
DEMONTAGE: What is the most powerful collection you have created?
TEATUM JONES: I would say two. Roundtable not Runway and Global Womanhood, also The BODY part 1 - 2, we worked with Paralympians and started the conversation about different bodies within fashion. We were told by many that this was the wrong thing to do, but Catherine and I always do what we feel in our gut and I am so glad we did.
DEMONTAGE: Let’s talk about Global Womanhood; from your perspective what made this collection so powerful and why?
TEATUM JONES: Global Womanhood was so powerful, bringing together some of the most amazing women in the Teatum Jones Family. These women all had a personal link in someway to us and the building of Teatum Jones. The spark came from each one of them, each one different and unique with a connection through Teatum Jones. Catherine and I wanted to see what that connection was.
"IT WAS TIME TO BE OUTSPOKEN AND PRESENT AT A TIME WHEN FASHION WAS NOT.
WE WERE TOLD BY MANY, THAT FASHION HAD NO PLACE FOR THIS CONNECTION. I'M HAPPY TO SAY THEY WERE WRONG." Teatum Jones
DEMONTAGE: Can you tell us the three questions you asked the 25 women?
TEATUM JONES: What was your most important moments of Joy, Sadness in you life so far and what gives you hope for the future? We thought these are three emotions we all feel. We went into the interviews not knowing any answers and afterwards evaluated them to see any links and differences. Some of these women we knew extremely well and some answers really took us by surprise. The other thing to note is that “MOMENT” in the question. A spark, split second or memory. It wasn’t necessarily about huge life experiences but moments that were personal.
DEMONTAGE: Can you tell us out of the 25 stories which was the most moving and powerful and why? How did this make you challenge your own practice?
TEATUM JONES: All of the stories moved us. There was a lot more footage than in the film. What was moving was that everyone involved really trusted us and was very open. The space on the interview day felt very supported and together and think this comes through. Some things we didn’t know before hand and it actually strengthened our bonds and relationships. Talking is the best medicine. It made Catherine and I have an inner confidence in how we approach fashion afterwards.
DEMONTAGE: I think it is really powerful that you have put women and their stories at the centre of your work. What have your learned from this process?
TEATUM JONES: We always have, what we realised is we were not showing the outside world and it was time to be outspoken and present at a time when fashion was not. We were told by many that fashion had no place for this connection. I’m happy to say they were wrong.
for more information head to
Web: www.teatumjones.com
YouTube: www.youtube.com/live/fO6Q7_GLm-8
IMAGES: Global Womanhood AW 2018, Teatum Jones
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