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Image / Fashion

From model to jean genius: Pippa O’Connor on the secret of her success


By Marie Kelly
02nd May 2018
From model to jean genius: Pippa O’Connor on the secret of her success

Former model and entrepreneur Pippa O’Connor reveals the secret behind the phenomenal success of her Poco by Pippa denim brand. 

WHY DID YOU LAUNCH A DENIM BRAND? It was staring me in the face for ages; I adore denim, and jeans have always been a big part of my signature style. Denim is always in fashion, doesn’t go out of season like other items of clothing, and jeans are a staple in almost every woman’s wardrobe. But more than that, I felt I could bring something fresh and current to the market with my brand.

WHAT’S THE SECRET OF POCO’S SUCCESS? I think like a customer. Essentially, I went back to basics and asked myself, “What is it I love in a pair of jeans and what is it about denim that makes me feel good?” I applied those principles and kept it simple.

WHAT’S YOUR FAVOURITE STYLE? That depends on the occasion. The Saturday Nights make me feel fantastic when I wear them with heels.

WHICH DENIM CUT MOST SUITS YOUR SHAPE? High-waisted styles such as the Tummy Tuck and the All Stars, as they pull in my stomach. They’re especially nice with bodysuits, another 1980s throwback that’s popular right now.

The All Star Black denims, €95

 WHAT ADVICE WOULD YOU GIVE WOMEN WHEN SHOPPING FOR DENIM? Be open-minded with styles and washes. Don’t assume a certain style won’t suit you without trying it on first. Your jeans should feel snug to give you a nice shape, but never so tight that they feel uncomfortable. If you’re self-conscious about your legs and you’d like them to look slimmer, choose a darker wash with no fading or rips. A dark wash with a clean finish is most flattering.
The Off Duty shirt, €50, and the Off Duty jeans, €90

WHAT’S YOUR EARLIEST DENIM MEMORY? Oh, I remember it well! I had an oversized denim jacket in a black/grey wash when I was about ten years old. Funnily enough, I’ve designed a similar style for the Poco range this year and I love it. Fashion really is cyclical.

The Western Shirt, €50

WHICH SS18 DENIM TREND ARE YOU MOST EXCITED BY? I love cropped jeans, and I’m really excited about the cropped style we’ll be launching in July.

WHAT ARE YOUR PLANS FOR THE POCO BRAND? I’m adding to the collection consistently, but taking my time too. I’m fussy about every wash. Even if it’s an existing style, I’ll wear it for weeks to test out the wash and make sure it’s perfect. I’d like to expand internationally this year. We ship to 38 countries worldwide, so I’d like to push that side of the business.