The talented Amber Jones has just launched her exciting range ‘Edie & The It-girls’ within the Mr Price stores as part of their Project Limited Edition Range.

Mr Price nurtures young and fresh designers by providing them with a platform to showcase their hot, new ranges. According to Amber, the talent within our borders is astounding, with designers working hard to keep their standards high and the ideas fresh.

Besides being a super talented, well-dressed South African woman, Amber is also an avid trend spotter and blogger, often contributing to Mr Price’s blog “In the Loop”, and sharing things that inspire and excite her on her own personal blog, THUNDERINOURHEARTS.

Amber describes herself as being a fashion and design obsessive with an addiction to magazines, blogs and rusks with raisins. She studied fashion design at Linea Academy, after which she started working for Mr. Price. She has also been selected to be a judge for ELLE Rising Star Design Award in association with Mr Price, another initiative and opportunity for South African fashion designers to kickstart their careers and to launch their own labels while benefitting from a mentorship programme, turning their talent into success.

Amber has always been fascinated by the power of clothes and how it can change the way you feel about yourself. She describes clothes as modern day armour and an outward expression of you personality.

These qualities are visible in the beautiful range she designed for Mr Price. Fascinated by sixties IT girls like Edie Sedgwick and Penelope Tree, she incorporated their brand of offbeat cool and uniquely interesting twists within the range. You can expect drop waisted frocks, retro printed cropped trouser suits, A-line jackets and mannish oversized coatigans.

Amber Jones promotes local fashion by embracing and respecting uniqueness and therefore one cannot help but be proud of this South African woman. It is clear that Amber really enjoys what she is doing. She enjoys fashion, she enjoys South Africa, she enjoys being a woman and most of all she enjoys being herself. I cannot help but think that the source of her inspiration is the joy she finds in life.

Article courtesy of Francoise Jeanne de Villiers – The Written Garment.