It’s all well and good when celebrities wear your designs, but when your celeb fans include Kate Middleton, Michelle Obama and Princess Beatrice, you know you’re on a different level of fashion.
So much so that Scottish fashion designer Jonathan Saunders might want to turn off his Google Alerts for the Duchess of Cambridge because she seems to have a particular penchant for his designs.
Prince William’s wife sported his pieces on her Diamond Jubilee Tour, the Australia and New Zealand Royal Tour in April and most recently, in bonnie Scotland.
Speaking to us to promote his new collaboration with Thomson, the 36-year-old London Fashion Week designer told us it’s great for business when she wears his designs in public.
“It’s really good for business obviously [when she wears my designs]. I think that people really respect her as a person and she epitomises a young person that has brains and not just a pretty face,” he tells Yahoo Lifestyle.
He reckons the public can relate to her because she’s got brains AND beauty – making her a great ambassador for the brand.
“I think that’s generally been my customer. I think that’s what’s good about her as an ambassador, she’s a smart girl.”
The 32-year-old Duchess has had her fair share of criticism for recycling the same outfits – but she actually buys them herself (pretty rare in celeb-land!) so it’s no wonder she tries to get cost-per-wear out of them.
“I think she chooses them [the pieces] herself and I think she buys them as well,” he says.
But despite high-profile women including Samantha Cameron sporting his designs, he says he’s not driven by celebrity and is prouder to see his clothes on regular women.
“I’m not really driven by celebrity. I’m more interested in the fact that if someone buys it in a shop, how wonderful that is,” he tells us.
“I think whenever you see someone on the street or you see somebody at an event, if they’ve chosen to wear your designs, that’s the biggest accolade.”
And it’s this focus on appreciating the everyday customer that really drew Jonathan to working with Thomson on his design collaboration.
The Scot – who studied textiles at university – has re-designed the pool area at the 5* Sensatori Resort in Jamaica, as well producing a limited edition range of beachwear and bags.
“That was what was interesting about the Thomson project, I’ve never met a company that’s known their customer more,” he says.
“It was about making the customer feel special and that’s what it’s about from the customer ethos.
“The fact that we could give everyone that visits the resort something to take home with them is a wonderful starting point.”
Although he’s known for his print-heavy collections at London Fashion Week, his past is in fact slightly closer to the interior design element of the Thomson collaboration.
“I studied furniture design initially so it felt like quite a natural transition to move into,” he says.
“But more than anything, when I was approached by Thomson, what they wanted to do was create a really amazing environment for people to go on vacation and to really feel special.
“Jamaica has an amazing energy and also is a place that really embraces colour. Also the guys [at Thomson] were really willing to trying new things out and push things a bit which meant that I was really excited to do the project with them.”
We wonder if K-Middy will vacation at the resort? She does have an eye for a good print…
Jonathan Saunders, has created a limited edition range of beachwear and bags for men and women to celebrate the opening of the Thomson Sensatori Resort Jamaica.
He has also designed and accessorised the stunning Amber Pool area at the new 5* resort. For more information about Sensatori Resort Jamaica, see thomson.co.uk.