Hitchin collection celebration for talented designer Daniela

Daniela D'Amico outside Maysons in Hitchin.

Daniela D'Amico outside Maysons in Hitchin. - Credit: Archant

A fashion designer is celebrating after an independent clothes shop in Hitchin is stocking her spring and summer collections.

Daniela D’Amico is having her work showcased in Maysons on Hermitage Road, which sells a contemporary mix of designer clothing for men and woman.

Daniela, from Millard Way in the town, was a pupil at John Henry Newman School in Stevenage when she first took an interest in fashion and textile design.

She went on to complete a foundation degree at The London College of Fashion and later studied at the Chelsea College of Art.

After graduating from Chelsea she went on to work for various design studios including designer Selina Blow – whose sister-in-law Isabella Blow discovered the legendary British fashion figure Alexander McQueen.


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The 27-year-old then worked as head of Selina’s design studio before setting up her own label in 2014.

She said: “I want people of all ages to have fun in my clothes – it’s not about keeping up with trends but feeling good in what you wear.

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“I want my pieces to encourage you to feel great and reflect who you are.”

With a penchant for tailoring and constructed printed textiles, Daniela has introduced a collection of T-shirts, hand made in her Hitchin studio using faux fur.

She added: “I would like my printed designs to create a fun, playful approach to design whilst captivating a sense of glamour.”

Julia James from Maysons said: “We love supporting local designers, whose products fit within our store.

“We feel Daniela’s collection sits alongside our boutique brands and offers something unique to compliment our shop floor.”

Daniela’s work is also gaining acclaim in the US too as her designs have been picked up by a renowned New York fashion magazine called NYlon.

She added: “It’s an honour for my clothes to be featured in the New York equivalent of Vogue magazine.”

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