Page last updated at 11:42 GMT, Friday, 19 February 2010
Fashion Week launch for Welsh designer Elliott J Frieze
Elliott J Frieze

Welsh designer Elliott J Frieze will celebrate the launch of his first solo collection during London Fashion Week.

"I'm excited and nervous at the same time," says Elliott, as he prepares to unveil latest his work on Sunday.

Elliott, from Cardiff, became a model at the age of 19 before going on to become a designer, co-founding the Qasimi label.

He'd been spotted by a Berlin-based model agency while studying for a degree at University College London.

Elliott's modelling career took off and he appeared in numerous publications and advertising campaigns including Michiko Koshino and Paul Smith.

His love of fashion was further cemented when he moved into presenting work which gave him the opportunity to build on his knowledge and contacts within the industry.

Yasmin Le Bon for Qasimi
Yasmin Le Bon modelled Elliott's designs at London Fashion Week 2009

He worked for Michiko Koshino and was appointed International Relations Director for the Japanese designer. During his three years with the company he was based in London, Seoul and Tokyo.

After leaving Michiko Koshino Elliott returned to Wales to undertake postgraduate studies in fashion design and business.

His next move came when he decided to form a label with his friend of ten years Emirati designer Khalid Al Qasimi.

They'd first met at university and together they formed the label Qasimi where Elliott stayed for three seasons.

For his final collection with Qasimi at last year's London Fashion Week, the label brought back to London ten of the world's supermodels spanning six decades, including Yasmin Le Bon, Erin O'Connor, Lily Cole and Carmen Dell'Orifice.

In April 2009 Elliott left Qasimi to develop his own Elliott J Frieze brand which he hopes will also nurture some new young talented designers.

His new label is described as combining 'natural design philosphy and signature British classics with a twist of modernity'.

Elliott admits he's really looking forward to his label launch at London Fashion Week.

"I'm excited and nervous at the same time," he says.

"My family and friends are very proud and I just need to go for it.

"I love a bit of a dramatic moment in a show, and I'm honoured to have my friend Jacquetta Wheeler on board for this."




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