When English Fashion Designer Danni Tomkinson left the bright lights of the London fashion scene to start a family, little did she know that the politics amongst the "playground mafia" of competitive mothers in the school playground would inspire her to launch the designer t-shirt label Queen of Suburbia.
Derby, UK (PRWEB) May 10, 2007 -- Speaking recently at the official launch of the Queen of Suburbia online website http://www.queenofsuburbia.com, hot new English Fashion Designer Danni Tomkinson has revealed that it was the politics of the school playground that prompted her to launch the Queen of Suburbia brand.
Moving out of London (where she had worked in various design capacities for some of the UK's top Fashion Houses), and into the suburbs to "make babies", it seemed that the London Fashion Scene was a million miles away from the life Danni Tomkinson had chosen for herself . Two beautiful daughters later, her creative juices were stimulated by other mothers in the school playground.
The London Fashion Industry is known as an extremely politically competitive environment, but according to Danni, it's got nothing on the behavior of mothers in your typical school playground.
Much like the fashionistas of London, mothers (and fathers) in the playground will form cliques and alliances, you'll also see backstabbing, arguments, and even on one occasion, in Danni's experience - fisticuffs! What struck her about the playground politics was not only amount of cattiness and competition between some of the mothers but also the non verbal communication occurring.
"The looks that passed between women, the messages that were being communicated without the recipients even being aware of it - That's where my motivation came from. I thought it would be interesting to give that non-verbal communication a voice."
That the mothers seemed to be jostling to get ahead, to get their child into more school-clubs, to accrue the biggest clique, to get more teacher time and the coveted lead role in the school play for their child prompted the observation that each was attempting to become the "Queen of Suburbia".
Out of that observation came the brand name and the signature Queen of Suburbia t-shirt. It opened the floodgates to her dormant creativity. As a reaction to the clique forming came the "Clique of One" t-shirt, mothers who spent most of their day grooming their appearances ready for the next bout of politics became "manicure depressives" and Danni noticed another personality type that found itself on one of her t-shirts - the "Flattery Operated".
"At the end of the day, much of it is understandable, all any mother wants is the best for her child and like any environment sometimes it becomes a bit charged - but I see my tees as a humorous way of lightening the mood! If a woman wears a Queen of Suburbia t-shirt, it shows she gets the joke."
There are now over 30 t-shirts and bags within the Queen of Suburbia range.
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