Jemma Dyas, Louise Amstrup and Asos buyer Anna Baxter (right).
On|Off Visionary Award winner Louise Amstrup gave a nod to the Amercian desert- with its barren landscapes, junk cars and dusty roads- for her spring/summer ’11 collection, featuring oversized silk georgette shirts, sun-bleached playsuits and raw-edge cotton skirts.
Asos fashion scout Jemma Dyas, who picked Louise to win the On|Off Visionary Award 2010, said: “I thought Louise was very deserving of the Visionary Award. She has really progressed as a designer and made a sophisticated collection, I love the colour and styling, but she has also stayed true to her aesthetics.
“In the dresses, you can see her signature style including panelling and structure around the hips. I really liked the separates, such as the mustard blouse with blue silk flairs. The collection was very strong, I also liked the black mini skirt with raw edge detail. She has really nailed it.
“I’ve known her as a designer for a long time and watched her grow. She is so eager to learn and so passionate about the business, she really deserves a chance. The OnOff Visionary Award is amazing, there is a lot of support for new and upcoming designers but it’s great to offer more established designers support as well.”