Shoreditch fashion has always been independent of the rest of London, just as the area has developed into a stronghold for independent designers, retailers and bars and clubs. We meet three designers who’ve been drawn to the area from all over the world to find out what it’s like being part of the action.

Aida Haghshenas
Brag Boutique, 16 Bacon Street E1
Age: 32
From: Iran but has been in the UK since the age of 11
Style: Screen prints her own designs onto T-shirts, hoodies and anything you like really
Price range: around £30 for a T-Shirt.

Why did you decide to move to the Shoreditch area?
Shoreditch is a very artistic & lively community to be a part of. You meet lots of talented and inspiring people when you go out and about.

What's it like having a business here?
Every day is different, and I have great support from local residents who pop in regularly. It’s great that they support independent retailers like me!

Where do you get your inspiration from?
I create visual narratives in my head, which are normally quite surreal. It probably comes from the days when my granny use to tell me Persian fairy tales to make me fall sleep. Other than that: anything shiny or decadent and people who love and perfect their craft to the best of their ability.

Find Out More
Brag

Dragana Perisic
Dragana Perisic, 30 Cheshire Street E2
Age: None of your business
From: Serbia
Style: High end ladies wear and couture
Price range: ready to wear tops from £120, dresses from £190

Why did you decide to move to the Shoreditch area?
I came to London in search of a part for my Suzuki motor bike but ended up staying and getting into fashion design instead. After taking a few short courses I was accepted at the London College of Fashion and moved to Shoreditch to be near to college.

What's it like having a business here?
I love it. I love the community and I love being on Cheshire Street. I’ve been here for 2 years.

Where do you get your inspiration from?
I follow my emotions and my instincts and my designs are playful and versatile, I think because I am very indecisive myself. I’m inspired by music and cinema too, The Double Life of Veronique is my favourite film and I have often drawn from it and from the music that accompanies it.

Find out more
www.draganaperisic.com

Hannah McHalick
Oh Baby London, 162 Brick Lane E1
Age: 38
From: New Zealand
Style: Edgy, irreverent children’s wear
Price range: T-shirts and body vests from around £18

Why did you decide to move to the Shoreditch area?
I have lived and worked in the Shoreditch area since moving here from New Zealand. I bought a flat here eight years ago when the area was still affordable to buy in and think that was a great move.

What's it like having a business here?
It’s perfect for the Oh Baby London concept, which is edgy and irreverent and the development of the area over the past 5 years has really helped me grow the business. Having a Brick Lane address is great as people know this street all over the world now.

Where do you get your inspiration from?
My son Frankie who is five and my daughter Connie who is two. I design each collection as I watch them grow each year. I also have a love of retro prints and get inspiration from living in the Shoreditch area – everything from graffiti to street fashion. It’s very inspirational round here.

Find out more
www.ohbabylondon.com